Standardization or Adaptation in International Advertising Strategies: The Roles of Brand Personality and Country-Of-Origin Image

This study investigates the issue of standardization and adaptation in international advertising from a consumer perspective by focusing on two variables, i.e., brand personality and country-of-origin (hereafter COO). Results reveal that brand personality is positively related to a more adaptive approach by firms; whereas COO image is found to exert a positive influence on a more standardized approach by firms. Implications for research as well as for practice are discussed.