Standardisation versus cultural adaptation in food advertising: insights from a two-culture market

Article Abstract:

A new study reviews the main principles of standardisation and cultural adaption within advertising management and tests whether they apply to food advertising in situations where two cultures with strong differences regarding food are geographically integrated.

Social aspects

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Standardisation versus cultural adaptation in food advertising: insights from a two-culture market

Article Abstract:

Issues concerning food advertising are discussed with emphasis on the effect of cultural adaptation and standardisation. The two-culture market of Montreal, Canada, was examined and the results of the benefits of the specific types of advertising are presented.

Analysis, Marketing, Demographic aspects, Montreal, Quebec

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Should concumer attitudes be reduced to their affective and cognitive bases? Validation of a hierarchical model

Article Abstract:

The authors find that consumer attitudes should be represented by a hierarchical model rather than be reduced to cognitive and affective bases in order to be more useful statistically.

Science & research, World, Research, Business, Beliefs, opinions and attitudes, Consumers, Business models

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