Date of Award

6-2010

Thesis Type

Masters

Document Type

Dissertation

Divisions

Faculty of Business and Accountancy formally known as Faculty of Business and Economics

Institution

Universiti Malaya

Abstract

Global advertising has becoming essential with the popularity of businesses penetrating into international market. This has indirectly created high demand of marketing products and services offering internationally. Therefore, understanding consumers’ favourable attitude towards advertising would be the key factor in sustaining effective international marketing. For instant, the globally well known brand “Coca-Cola” which has gotten its image recognized globally due to its standardisation strategy, has said that going localised is the essential key to success by the company’s CEO in Financial Times (27 march 2000). For that reasons, identifying and understanding of these key factors towards whether to standardise or to localise the advertisement would be the objective of this research. At the same time, brand familiarity and execution styles are also being analysed in this study. This research will be focusing on standardised versus localised advertisement of print advertisements from the perspective of Malaysian consumers’ context.

Comments

Dissertation (M.A.) – Faculty of Business and Economics, Universiti Malaya, 2010.

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