@inbook{7d84200635ae47f1a7bfa3be4b2a0bb5,
title = "Standardized versus Localized Advertising: The Consumer Perspective",
abstract = "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{\textquoteright} 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.",
keywords = "Advertising Strategy, Consumer Perspective, Consumer Response, International Marketing, Purchase Intention",
author = "Pae, {Jae Hyeon} and Susan Tai and Saeed Samiee",
note = "Funding Information: Poco antes, en otro editorial titulado “El m{\'a}s democr{\'a}tico de los partidos chilenos”, se destacaba como la principal de las reformas aprobadas por la Con-venci{\'o}n, la nueva organizaci{\'o}n que se daba al Directorio General, autoridad suprema del partido. “Se constitu{\'i}a antes por un grupo enorme de personas, una legi{\'o}n incontable, en que entraban senadores, diputados y Consejeros de Estado; ex senadores, ex diputados y ex Consejeros de Estado; directores honorarios, centenares de delegados y se{\~n}ores se{\~n}alados por las Convenciones y por todo aquel que pagara quinientos pesos a la Tesorer{\'i}a General, o sea, multitud toda residente en Santiago […] Era, pues, una masa en que fatalmente deb{\'i}a predo-minar el esp{\'i}ritu olig{\'a}rquico, plutocr{\'a}tico y nep{\'o}tico de la capital, en la cual se estrellaban los esfuerzos de la juventud renovadora, de las gentes modestas y de los que, desvinculados de los dirigentes luchan a lo largo del pa{\'i}s por los ideales conservadores”. Ahora en cambio se habr{\'i}a consagrado el “predominio incon-trarrestable e incontrarrestado de la Asamblea por encima de todos y de todo”33. Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-11885-7_74",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "316",
booktitle = "Developments in Marketing Science",
address = "United States",
}