TY  - JOUR
AB  - In the heated debate about marketing globalization, the issue of
brand standardization has received much less attention compared with
advertising standardization. When both issues have been addressed,
empirically or conceptually, they have not been considered
simultaneously. The current study develops and empirically tests a
framework to simultaneously consider brand and advertising
standardization strategies. A survey was conducted among brand managers
in firms operating in Canada, with data collected on a brand level. The
results revealed an independence of brand and advertising
standardization practices. It was also found that brand standardization
was practised to a much higher degree than advertising standardization,
with the most used combined strategy involving brand name
standardization and non‐standardization of advertising. Effects of
product type and brand age were also investigated. The findings clearly
indicate that companies tend to “brand globally, advertise
locally”.
VL  - 9
IS  - 4
SN  - 0265-1335
DO  - 10.1108/02651339210017091
UR  - https://doi.org/10.1108/02651339210017091
AU  - Sandler Dennis M.
AU  - Shani David
PY  - 1992
Y1  - 1992/01/01
TI  - Brand Globally but Advertise Locally?: An Empirical
Investigation
T2  - International Marketing Review
PB  - MCB UP Ltd
Y2  - 2024/04/16
ER  -