In an increasingly globalizing world, the issue of international advertising is becoming more and more important. To reach their goals with respect to growth, successful companies have to expand (and export) their activities to other countries and other cultures. This raises the question of whether companies can use the same communication strategy in a foreign market that was apparently successful in their home market. Especially the adaptation of value appeals in international advertising has received attention in empirical research. In this line of research, we focus on the issue of whether cultural differences in Western Europe are strong enough to require adaptation of value appeals.
Hoeken, H., Starren, M., Nickerson, C., Crijns, R., & Brandt, C. van den (2007). Is it necessary to adapt advertising appeals for national audiences in Western Europe? Journal of Marketing Communications, 13, 19-38.
Hoeken, H., Brandt, C. van den, Crijns, R., Dominguez, N., Hendriks, B., Planken, B., & Starren, M. (2003). International advertising in Western Europe: Should differences in uncertainty avoidance be considered when advertising in Belgium, France, The Netherlands, and Spain. The Journal of Business Communication, 40, 195-218.
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