Standardized versus Localized Advertising: The Consumer Perspective

Jae Hyeon Pae, Susan Tai, Saeed Samiee

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Scopus citations


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.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.


  • Advertising Strategy
  • Consumer Perspective
  • Consumer Response
  • International Marketing
  • Purchase Intention


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