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| Tekijä: | Tai, S. H. C. Ðàå, J. H. |
| Otsikko: | Effects of TV Advertising on Chinese Consumers: Local versus Foreign-Sourced Commercials |
| Lehti: | Journal of Marketing Management
2002 : FEB, VOL. 18:1-2, p. 49-72 |
| Asiasana: | MARKETING ADVERTISING TELEVISION ADVERTISING CHINA |
| Kieli: | eng |
| Tiivistelmä: | The emerging Chinese markets of Asia are increasingly affluent, and success in these countries is a priority for multinationals. Yet the global advertising literature focuses on standardization and customization from a strategy perspective, without much consideration of consumers' perceptions toward advertising. This study aims to investigate consumer perceptions of customized and standardized TV advertisements in the China market. Results indicate a significant difference between attitudes toward localized and foreign-sourced commercials for the same brand. Chinese consumers generally prefer foreign- sourced, standardized commercials to their localized counterparts. Furthermore, standardized commercials are more likely to gain acceptance in the case of durable products. |
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