International Advertising Strategy In New Asia: A Country-Of-Origin Approach On Standardization Vs. Customization

Abstract

This study revisited the debate concerning standardization vs. customization of the international advertising strategy from a Country-of-Origin (COO) approach. The objective here is to compare the perceptions of the exporting country and its products from the vantage point of different host countries, and to compare exporting countrys self-image with the perceived images prevailing in the host countries. Further, the study also examines the images of search products and experience products across different countries. Through analyzing survey data collected from 189 Americans, 238 Chinese, and 236 Japanese consumers, we found that different host countries have significantly different perceptions of the same exporting country. Moreover, exporting countrys self-image also largely varies from the host countrys perception of the exporting country. Finally, differences in product image were found both for search and experience products. Therefore, customized advertising strategy is suggested in the New Asia, especially in the countries studied.