Abstract

http://ssrn.com/abstract=658221
 
 

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Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising?


Stephan Dahl


University of Hull

January 2004

Middlesex University Discussion Paper No. 28

Abstract:     
Ever since Levitt's (1983) article The Globalization of Markets, in which he claimed that marketing can be standardised across cultures, the debate whether or not marketing, and advertising in particular, can truly be standardised has divided both practitioners and researchers in the field. However, there is an increasing body of research which casts serious doubts over the claims made by Levitt and which suggests that advertising is strongly influenced by (local) culture. This paper summarises the research carried out so far, and provides an overview of the current state of knowledge. The paper also suggests further areas for research.

Number of Pages in PDF File: 29

Keywords: Advertising, global, culture

JEL Classification: M37

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Date posted: February 1, 2005  

Suggested Citation

Dahl, Stephan, Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising? (January 2004). Middlesex University Discussion Paper No. 28. Available at SSRN: http://ssrn.com/abstract=658221 or http://dx.doi.org/10.2139/ssrn.658221

Contact Information

Stephan Dahl (Contact Author)
University of Hull ( email )
Hull, HU6 7RX
United Kingdom
+44 1482 46 32 49 (Phone)
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