Abstract
PurposeLocalization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed.Design/methodology/approachEight brochure types were constructed to represent localized, glocalized, and standardized print advertisements and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model.FindingsThe localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated domestic consumers who have a low-to-moderate level of national pride (NP).Research limitations/implicationsThis study provides theoretical implications in localization, NP, and gender effect in ad strategy.Originality/valueThis study fills a literature gap regarding the effects of localization, glocalization, and standardization advertising strategies on culturally bound heritage products aimed at young consumers in emerging markets. The moderating effect of NP adds to the novelty of this study.
Subject
General Earth and Planetary Sciences,General Environmental Science
Reference83 articles.
1. Impact of universities' promotional materials on college choice;Journal of Marketing for Higher Education,2000
2. Ashmore, R.D. and Del Boca, F.K. (1981), “Conceptual approaches to stereotypes and stereotyping”, in Cognitive Processes in Stereotyping and Intergroup Behavior, Erlbaum, Hillsdale, NJ, pp. 1-36.
3. Heritage and economic development: selling the unsellable;Heritage & Society,2014
4. Show me the product, show me the model: effect of picture type on attitudes toward advertising;Journal of Consumer Psychology,2014
5. Affluent female consumers and fashion involvement;International Journal of Fashion Design, Technology and Education,2008