Standardized versus Localized Advertising: The Consumer Perspective

The international marketing and advertising literature is replete with conceptual and empirical assessments of the suitability of standardized advertising strategies in the international marketplace. The overwhelming body of published work in this area focuses on standardization and customization from marketing and advertising strategy perspectives without an explicit consideration of consumer response. Consumers’ positive response to advertisements is a key objective of any campaign, but there is a void in the international marketing literature in this regard. In this research, we aim to address this gap by gauging consumer perceptions of customized and standardized advertisements in Hong Kong. Specifically, this study assesses consumer response to standardized and local advertisements in a single host market.