Conducting research on international advertising: The roles of cultural knowledge and international research teams

Jos Hornikx*, Daniel J. O'Keefe

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

International research teams that are knowledgeable about the cultures under investigation are considered a prerequisite for sound research. By virtue of a meta-analytic review, this study empirically compared international and national research teams that have conducted experiments on the effectiveness of cultural value adaptation in advertising. Results show that, although the composition of research teams does not make for dependable differences in the outcomes of these experiments, international research teams may be more capable than national teams in designing pairs of culturally adapted-versus-unadapted advertisements. It may not matter much, however, whether the international team includes a representative of the audience's culture.

Original languageEnglish (US)
Pages (from-to)152-166
Number of pages15
JournalJournal of Global Marketing
Volume24
Issue number2
DOIs
StatePublished - Apr 2011

Keywords

  • Advertising
  • Culture
  • International teams
  • Meta-analysis
  • Value appeals

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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