Localizing to Arabic consumers: Insights from print advertising
Author | Sobh R. |
Author | Singh N. |
Author | Chun W. |
Author | Benmamoun M. |
Available date | 2020-01-01T10:25:04Z |
Publication Date | 2018 |
Publication Name | Journal of Marketing Communications |
Resource | Scopus |
ISSN | 13527266 |
Abstract | This study argues that understanding the nature and influence of cultural differences in print advertising is important for an effective international marketing strategy. Previous studies have investigated cross-cultural differences in advertising, but have not focused on advertising from the Arab world. There is also a shortage of studies providing specific recommendations about localizing advertising for Arab consumers. This study therefore conducts a comparative analysis of Arab and US print advertisements in magazines, to identify cross-cultural differences in advertising and make recommendations on localizing advertising to Arab consumers, and in particular, those in the Persian Gulf states. - 2015 Informa UK Limited, trading as Taylor & Francis Group. |
Language | en |
Publisher | Routledge |
Subject | Arab Arab advertising, localized marketing US cultural values print advertisements |
Type | Article |
Pagination | 190-211 |
Issue Number | 2 |
Volume Number | 24 |
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Management & Marketing [716 items ]