Advertising Adapation Strategy of Global Companies from Developing Countries: Evidence from an Exploratory Study in China and in Thailand

摘要：

This article explores the adaptation/standardization choice of advertising messages for global companies from developing countries. With verbal data collected from China and Thailand, content analysis is conducted. It is inferred from the results that contrary to what the literature suggests, adaptation strategy is preferred, implying its compatibility with global brand building mission.

关键词： adaptation/standardization globalbrandimage multinational corporation China Thailand

作者: GUO Xiaoling WANG Yonggui

作者单位: Department of Marketing, Business School University of International Business and Economics Beijing, Department of Marketing, Business SchoolUniversity of International Business and EconomicsBeijing, C

会议类型: 国际会议

会议名称: 2011 International Conference on Business Management and Electronic Information(2011商业管理与电子信息国际学术会议 BMEI2011)

会议地点: 广州

会议语种:英文

页码: 1-4

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）