Localizing to Arabic consumers: Insights from print advertising |
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Authors: | Rana Sobh Nitish Singh Wootae Chun Mamoun Benmamoun |
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Institution: | 1. The Department of Management and Marketing, The College of Business and Economics, Qatar University, Doha, Qatar;2. Boeing Institute of International Business, John Cook School of Business, Saint Louis University, Saint Louis, MO, USA |
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Abstract: | This study argues that understanding the nature and influence of cultural differences in print advertising is important for an effective international marketing strategy. Previous studies have investigated cross-cultural differences in advertising, but have not focused on advertising from the Arab world. There is also a shortage of studies providing specific recommendations about localizing advertising for Arab consumers. This study therefore conducts a comparative analysis of Arab and US print advertisements in magazines, to identify cross-cultural differences in advertising and make recommendations on localizing advertising to Arab consumers, and in particular, those in the Persian Gulf states. |
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Keywords: | cultural values print advertisements Arab advertising localized marketing US Arab |
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