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
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.
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;
Conference_Titel :
Business Management and Electronic Information (BMEI), 2011 International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-1-61284-108-3
DOI :
10.1109/ICBMEI.2011.5917047
