TY - JOUR
T1 - Advertising standardization in multinational corporations. The subsidiary perspective
AU - Samiee, Saeed
AU - Jeong, Insik
AU - Pae, Jae Hyeon
AU - Tai, Susan
PY - 2003/8/1
Y1 - 2003/8/1
N2 - This study examines the relationship between patterns of advertising program standardization in the subsidiaries of multinational corporations (MNCs) in four countries. The data are gathered from wholly owned subsidiaries of U.S., European, and Japanese MNCs in China, Hong Kong, Singapore, and Taiwan. Results indicate that patterns of advertising standardization vary based on the national origins of MNCs. The subsidiaries of U.S.-based MNCs are the most likely to pursue a standardized advertising approach, whereas the Japanese are least likely to standardize. Larger subsidiaries demonstrate a greater likelihood of pursuing advertising standardization. The coordination and control construct is a predictor of advertising standardization across all groups of firms. Consumer similarity, advertising infrastructure, and competitive position impact advertising standardization in the subsidiaries of U.S.-based MNCs. Market and consumer similarities are significant predictors of standardization in European firms. Advertising standardization within the units of Japanese MNCs is influenced by the global identity and branding construct.
AB - This study examines the relationship between patterns of advertising program standardization in the subsidiaries of multinational corporations (MNCs) in four countries. The data are gathered from wholly owned subsidiaries of U.S., European, and Japanese MNCs in China, Hong Kong, Singapore, and Taiwan. Results indicate that patterns of advertising standardization vary based on the national origins of MNCs. The subsidiaries of U.S.-based MNCs are the most likely to pursue a standardized advertising approach, whereas the Japanese are least likely to standardize. Larger subsidiaries demonstrate a greater likelihood of pursuing advertising standardization. The coordination and control construct is a predictor of advertising standardization across all groups of firms. Consumer similarity, advertising infrastructure, and competitive position impact advertising standardization in the subsidiaries of U.S.-based MNCs. Market and consumer similarities are significant predictors of standardization in European firms. Advertising standardization within the units of Japanese MNCs is influenced by the global identity and branding construct.
KW - Country of origin
KW - International advertising
KW - Multinational corporation
KW - Standardization
KW - Subsidiary
UR - http://www.scopus.com/inward/record.url?scp=0038457823&partnerID=8YFLogxK
U2 - 10.1016/S0148-2963(01)00291-0
DO - 10.1016/S0148-2963(01)00291-0
M3 - Article
AN - SCOPUS:0038457823
SN - 0148-2963
VL - 56
SP - 613
EP - 626
JO - Journal of Business Research
JF - Journal of Business Research
IS - 8
ER -