search query: @indexterm Advertising / total: 1883
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| Author: | Koslow, S. Costley, C. |
| Title: | How consumer heterogeneity muddles the international advertising debate |
| Journal: | International Journal of Advertising
2010 : VOL. 29:2, p. 221-244 |
| Index terms: | international advertising strategy culture consumer behaviour |
| Freeterms: | multifacet analysis generalisation |
| Language: | eng |
| Abstract: | This study focuses on determining how consumer heterogeneity affects the understanding of relationships between culture and advertising responses. It is argued that ignoring heterogeneity in international (here as: intl.) advertising research leads to erroneous conclusions of the importance of national advertising response differences. Multifacet analysis on intl. advertising data set indicates that individuals within countries account for much more variance than countries can account for. Researchers in this field should thus generalize with caution, although for intl. advertising practice, some form of standardization may be appropriate more often than currently considered. |
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