Consumers’ Perception on Standardized Advertizing and Localized Advertising of Multinational Companies in Smartphone Industry

Ran Liu, Robert A. Kramarczuk, Nikolay Megits


This research analyzed the difference between standardized advertising and localized (adapted) advertising based on the perception of consumers from China and the U.S. Both qualitative and quantitative analyses have been using to evaluate different marketing approaches in multiple international markets. The emphasis of this study focuses on evaluating the efficiency of advertising by assessing to what extent a standardized and localized commercial enhances brand preference and consumer’s likelihood to purchase.

Quantitative analysis was conducted to identify the significance of the difference between the efficiency of standardized advertising and localized advertising in the smartphone industry, based on the perception of consumers from China and the United States in the smartphone industry.

By testing the significance of the hypothesis on ad standardization and localization, some implications are suggested. The results show that it is more effective to implement a standardized ad rather than a localized ad in China.  Although the sample data of this study is collected from China and the U.S., qualitative analysis covers multiple nations from Asia to Europe and has meaningful empirical value for MNCs to develop business in those countries



advertising, standardization, localization, adaption, China, consumer, smartphone, efficiency, brand preference, purchase likelihood


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