Adaptation strategy in international brands: An examination in Iranian advertising
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Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
In this chapter, the adaptation strategy, which is one of the global advertising strategies, is used in the analysis of advertisement. The adaptation approach is based on the fact that nations located in different geographies in the world are structurally and culturally separate from each other, and advertising messages are reshaped according to these differences. The approach aims to cooperate with the country's local agency and adapt the advertisement to the country's cultural characteristics. The study aims to determine how cultural differences are emphasized in global advertising strategies and how these differences are adapted in ads. © 2022, IGI Global.
Açıklama
Anahtar Kelimeler
Kaynak
Handbook of Research on Global Perspectives on International Advertising
WoS Q Değeri
Scopus Q Değeri
N/A
