DocumentCode
1843925
Title
Notice of Retraction
Advertising adapation strategy of global companies from developing countries: evidence from an exploratory study in China and in Thailand
Author
Guo Xiaoling ; Wang Yonggui
Author_Institution
Dept. of Marketing, Univ. of Int. Bus. & Econ., Beijing, China
Volume
1
fYear
2011
fDate
13-15 May 2011
Firstpage
761
Lastpage
764
Abstract
Notice of Retraction
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
This article explores the adaptation/standardization choice of advertising messages for global companies from developing countries. With verbal data collected from China and Thailand, content analysis is conducted. It is inferred from the results that contrary to what the literature suggests, adaptation strategy is preferred, implying its compatibility with global brand building mission.
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
This article explores the adaptation/standardization choice of advertising messages for global companies from developing countries. With verbal data collected from China and Thailand, content analysis is conducted. It is inferred from the results that contrary to what the literature suggests, adaptation strategy is preferred, implying its compatibility with global brand building mission.
Keywords
advertising; globalisation; standardisation; China; Thailand; advertising adaption strategy; advertising message standardization; developing countries; global brand building mission; global companies; Advertising; Companies; Cultural differences; Economics; Globalization; Standardization; China; Thailand; adaptation/standardization; global brand image; multinational corporation;
fLanguage
English
Publisher
ieee
Conference_Titel
Business Management and Electronic Information (BMEI), 2011 International Conference on
Conference_Location
Guangzhou
Print_ISBN
978-1-61284-108-3
Type
conf
DOI
10.1109/ICBMEI.2011.5917047
Filename
5917047
Link To Document