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Attitude Measurement as a Strategy Determinant for Standardization of Multinational Advertising Formats

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  • R Eugene Klippel

    (University of Florida)

  • Robert J Boewadt

    (University of Florida)

Abstract

This paper provides a brief review of the past research dealing with the feasibility of standardizing advertising on a multinational basis. It offers an analytic framework for dealing with this major problem which incorporates the use of current attitude measurement techniques available to the advertising manager.© 1974 JIBS. Journal of International Business Studies (1974) 5, 39–50

Suggested Citation

  • R Eugene Klippel & Robert J Boewadt, 1974. "Attitude Measurement as a Strategy Determinant for Standardization of Multinational Advertising Formats," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 5(1), pages 39-50, March.
    • Handle: RePEc:pal:jintbs:v:5:y:1974:i:1:p:39-50
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    Cited by:

    1. Schmid, Stefan & Kotulla, Thomas, 2011. "50 years of research on international standardization and adaptation--From a systematic literature analysis to a theoretical framework," International Business Review, Elsevier, vol. 20(5), pages 491-507, October.

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