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

Middlesex University Discussion Paper No. 28

29 Pages Posted: 1 Feb 2005  

Stephan Dahl

University of Hull

Date Written: January 2004

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.

Keywords: Advertising, global, culture

JEL Classification: M37

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: https://ssrn.com/abstract=658221 or http://dx.doi.org/10.2139/ssrn.658221

Stephan Dahl (Contact Author)

University of Hull ( email )

Hull, HU6 7RX
United Kingdom
+44 1482 46 32 49 (Phone)

Paper statistics

Downloads
8,608
Rank
413
Abstract Views
30,304