A Model of Advertising Standardization in Multinational Corporations
Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited as a key element in the determination of the level of advertising standardization adopted by the MNCs, there is no consistent view concerning the role of this variable. This paper attempts to clarify these points by proposing, at the MNC level, a measurement model and a structural model for the determinants of the degree of advertising standardization. In this model, the mediation effect of the MNC's degree of control over the subsidiary is tested and validated. In addition, the measurement instruments used for the determinants are confirmed.© 2001 JIBS. Journal of International Business Studies (2001) 32, 249–266
Year of publication: |
2001
|
---|---|
Authors: | Laroche, Michel ; Kirpalani, V H ; Pons, Frank ; Zhou, Lianxi |
Published in: |
Journal of International Business Studies. - Palgrave Macmillan, ISSN 0047-2506. - Vol. 32.2001, 2, p. 249-266
|
Publisher: |
Palgrave Macmillan |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
ARTICLES - A Model of Advertising Standardization in Multinational Corporations
Laroche, Michel, (2001)
-
Cross-cultural differences in crowd assessment
Pons, Frank, (2007)
-
A model of consumer response to two retail sales promotion techniques
Laroche, Michel, (2003)
- More ...