Promoting a heritage product to domestic youth markets: should it be localized?

Purpose - Localization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed. Design/methodology/approach - Eight brochure types were constructed to represent localized, glocalized, and standardized print advertisements and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model. Findings - The localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated domestic consumers who have a low-to-moderate level of national pride (NP). Research limitations/implications - This study provides theoretical implications in localization, NP, and gender effect in ad strategy. Originality/value - This study fills a literature gap regarding the effects of localization, glocalization, and standardization advertising strategies on culturally bound heritage products aimed at young consumers in emerging markets. The moderating effect of NP adds to the novelty of this study.