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Abstract ▼ AI-Helper

The key concern in the international advertising has centered on whether to standardize or to adapt international advertising across borders. For these reasons, research on this topic have been conducted over the past three decades. Nevertheless, the existing research on the international advertisin...

The key concern in the international advertising has centered on whether to standardize or to adapt international advertising across borders. For these reasons, research on this topic have been conducted over the past three decades. Nevertheless, the existing research on the international advertising has not paid enough attention to product characteristics that influence the decision to either standardize or to adapt advertising activities. Therefore, the present study investigates how the differential effect of ad model type in the international advertising is moderated by the product type using L"Oreal cosmetics ad. Specifically, using 2(ad model type: standardization ad model vs. adaptation ad model) X 2(product type: utilitarian product vs. hedonic product) between-subjects factorial design, we test hypothesis. The results indicate that there is a significant interaction effect between ad model type and product type in attitude toward the ad and attitude toward the brand. That is, standardization ad model is more effective than adaptation ad model at increasing ad attitude and brand attitude in case of utilitarian product. On the other hand, adaptation ad model is more effective than standardization ad model at increasing ad attitude and brand attitude in case of hedonic product.

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