Culturally Polite Communication: Enhancing the Effectiveness of the Localization Strategy

Li, Dongmei, Kreuzbauer, Robert, Chiu, Chi-yue and Keh, Hean Tat (2019) Culturally Polite Communication: Enhancing the Effectiveness of the Localization Strategy Journal of Cross-Cultural Psychology, 51 (1). pp. 49-69.

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Abstract

Although global brands entering local markets often use localized communication (i.e., incorporation of local cultural elements in their marketing communications), the fundamental question of when and why the local community would react favorably to this strategy is still not fully answered. This research draws on the communication accommodation theory to address this question. Results from four studies show that local consumers evaluate a global brand less positively when it incorporates high-symbolic (vs. low-symbolic) local cultural elements in its marketing communication. Notably, the positive effect of culturally polite communication on consumers’ evaluations of a global brand occurs only in the local market, but not when the communication occurs in another market. Moreover, localization efforts by a global brand result in a strong localness perception, which has a positive effect on brand evaluation. Indeed, a strong localness perception of the global brand could even overshadow the need for culturally polite communication

Item Type:	Article
Divisions :	Faculty of Arts and Social Sciences > Surrey Business School
Authors :	Name Email ORCID Li, Dongmei Kreuzbauer, Robert r.kreuzbauer@surrey.ac.uk Chiu, Chi-yue Keh, Hean Tat
Date :	16 December 2019
DOI :	10.1177/0022022119893464
Copyright Disclaimer :	© The Author(s) 2019
Additional Information :	Embargo OK Metadata OK No Further Action
Depositing User :	James Marshall
Date Deposited :	21 Aug 2020 10:28
Last Modified :	21 Aug 2020 10:28
URI:	http://epubs.surrey.ac.uk/id/eprint/858462

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