Advertising standardisation in culturally similar markets

Abstract

AbstractA framework for standardisation of ad content based on cultural and socio-economic similarity among countries is proposed. Advertising standardisation is investigated in the Arab world, a culturally similar setting with socio-economic differences among nations, by carrying out a content analysis of 949 ads from Egypt, Lebanon and the United Arab Emirates. Extant research suggests that, when advertising in culturally similar markets, advertisers use standardised advertising. We investigate two types of ad content – culturally normative and product-related – and show that culturally normative ad content, such as the depiction of women consistent with societal norms, is predominantly culture driven, and standardisation is appropriate, regardless of socio-economic differences. On the other hand, product-related content such as information content, the use of hedonic vs utilitarian appeals, and the provision of price information are influenced by both cultural and socio-economic factors. Hence, standardisation is not appropriate for productrelated ad content when socio-economic differences exist among culturally similar markets. Thus, conditions under which standardisation of the two types of ad content is appropriate are identified. Implications and suggestions for future research are also offered. Additional informationNotes on contributorsKiran KarandeKiran Karande, PhD (University of Houston), is an Associate Professor of Marketing at Old Dominion University in Norfolk, Virginia, USA. His research interests are in the areas of cross-cultural advertising, retailing, and international marketing. He has published papers in the Journal of Retailing, Journal of Advertising, Journal of Business Research, European Journal of Marketing, Journal of International Marketing, Journal of World Business, and International Marketing Review.Khalid A. AlmurshideeKhalid A. Almurshidee is Assistant Professor of Marketing at Qassim University in Saudi Arabia. He received his Masters degree in Economics and his PhD in International Business from Old Dominion University, and his MBA from Saint Louis University. His research interests are in the area of cross-cultural advertising and consumer behaviour.Fahad Al-OlayanFahad Saleh Al-Olayan is Assistant Professor in Global Marketing at Qassim University in Saudi Arabia, and the chairman of Management and Marketing department. He received his Masters degree in Economics and his PhD in International Business from Old Dominion University, and his MBA and MIS from Duquesne University. His specific research interests are in cross-cultural advertising, consumer behaviour and bank marketing. He has published in the Journal of Advertising and other Arabic journals and press.