Adaptation strategy in international brands: An examination in Iranian advertising

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dc.contributor.authorÖzel, Meltem
dc.contributor.authorKarakaş, Onur
dc.date.accessioned2025-03-26T16:10:02Z
dc.date.available2025-03-26T16:10:02Z
dc.date.issued2022
dc.departmentİstanbul Esenyurt Üniversitesi
dc.description.abstractIn 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.
dc.identifier.doi10.4018/978-1-7998-9672-2.ch008
dc.identifier.endpage163
dc.identifier.isbn978-179989674-6
dc.identifier.isbn978-179989672-2
dc.identifier.scopus2-s2.0-85137507664
dc.identifier.scopusqualityN/A
dc.identifier.startpage143
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-9672-2.ch008
dc.identifier.urihttps://hdl.handle.net/20.500.14704/802
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofHandbook of Research on Global Perspectives on International Advertising
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250326
dc.titleAdaptation strategy in international brands: An examination in Iranian advertising
dc.typeBook Part

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