Despite a steady stream of international advertising literature, there is still much uncertainty and debate over standardisation, with a reported lack of clarity over what it means (Ryans, 1969; Levitt, 1983; Kernan and Domzal, 1993; Wills et al., 1991; Harvey, 1993), and what impact it has (Jain 1989). To date, no widely accepted framework exists to guide advertisers in this regard (Taylor & Johnson, 2002), and given the continuing growth of globalisation and international advertising, this is a critical area for knowledge development (Florin & Ogbuehi, 2004). The contribution of this paper is the development of a conceptual framework that amalgamates a number of prior studies in a bid to provide guidance for academics and practitioners within the field of international advertising.
Proceedings of 'Broadening the boundaries', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2005), Fremantle, Western Australia, Australia, 05-07 December 2005 / Sharon Purchase (ed.),