In the international marketing literature the issue of advertising standardization has ignited a lively and heated debate among academics and managers alike. However, the decision whether to standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework to capture...

Despite strong evidence on the effectiveness of advertising rhetoric, the extant literature has not theorized or empirically assessed conditions under which this effectiveness may be nullified. The present research argues that the application of rhetoric in advertisements grounded in...