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.
Full text not available from this repository.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 | |||||||||||||||
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Divisions : | Faculty of Arts and Social Sciences > Surrey Business School | |||||||||||||||
Authors : |
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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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