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A Model of Advertising Standardization in Multinational Corporations

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Abstract

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited as a key element in the determination of the level of advertising standardization adopted by the MNCs, there is no consistent view concerning the role of this variable. This paper attempts to clarify these points by proposing, at the MNC level, a measurement model and a structural model for the determinants of the degree of advertising standardization. In this model, the mediation effect of the MNC's degree of control over the subsidiary is tested and validated. In addition, the measurement instruments used for the determinants are confirmed.

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Authors and Affiliations

  1. Concordia University,

    Frank Pons

  2. University of Guelph,

    Lianxi Zhou

Authors
  1. Michel Laroche
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  2. V. H. Kirpalani
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  3. Frank Pons
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  4. Lianxi Zhou
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Additional information

*Michel Laroche is Royal Bank Distinguished Professor of Marketing at the John Molson School of Business. His research focuses on cross-cultural consumer behavior and communication.

**V.H. Kirpalani is professor emeritus of marketing at the John Molson School of Business, Concordia University, Montreal, Canada.

***Frank Pons is a PhD candidate in marketing at the John Molson School of Business. His research interests include consumer behavior, cross-cultural studies and services marketing.

****Lianxi Zhou is an assistant professor at the University of Guelph, Canada. His research interests include foreign branding management, cross-cultural marketing and communication strategies.

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Laroche, M., Kirpalani, V., Pons, F. et al. A Model of Advertising Standardization in Multinational Corporations. J Int Bus Stud 32, 249–266 (2001). https://doi.org/10.1057/palgrave.jibs.8490951

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  • DOI: https://doi.org/10.1057/palgrave.jibs.8490951

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