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Continuum
Journal of Media & Cultural Studies
Volume 23, 2009 - Issue 2: Cultural Adaptation
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Original Articles

Strategic regionalization in marketing campaigns: Beyond the standardization/glocalization debate

John Sinclair The Australian Centre, University of Melbourne, Melbourne, AustraliaCorrespondence[email protected]
&
Rowan Wilken The Australian Centre, University of Melbourne, Melbourne, Australia
Pages 147-157 | Published online: 08 Apr 2009

Citations (18)

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Read on this site (5)

Yesim Kaptan. (2019) Multiple proximities and national identities: Turkish audiences’ perception of advertising adaptations. Popular Communication 17:1, pages 18-34.
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Mahdi Rajabi, Nathalie Dens, Patrick De Pelsmacker & Peter Goos. (2017) Consumer responses to different degrees of advertising adaptation: the moderating role of national openness to foreign markets. International Journal of Advertising 36:2, pages 293-313.
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Victor Roudometof. (2015) The Glocal and Global Studies. Globalizations 12:5, pages 774-787.
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Heather A. Horst. (2014) From roots culture to sour fruit: the aesthetics of mobile branding cultures in Jamaica. Visual Studies 29:2, pages 191-200.
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Rowan Wilken & John Sinclair. (2011) Global Marketing Communications and Strategic Regionalism. Globalizations 8:1, pages 1-15.
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Articles from other publishers (13)

Rui Patrício & António Moreira. 2022. Developments in Design Research and Practice. Developments in Design Research and Practice 513 525 .
Sania Khan. (2021) Analysis of cultural values of young Saudi citizens towards segmentation of commercial advertisements. Innovative Marketing 17:2, pages 9-17.
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Jonathan Ilan. (2019) Glocalization and international news-photo production: News images from Israel made for global news markets. Journalism 21:6, pages 784-799.
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Yeşim Kaptan. (2015) Küresellik ve Yerellik Arasında Reklam Adaptasyonları: Snickers Örneği. İlef Dergisi 2:2, pages 13-33.
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Sarah De Meulenaer, Nathalie Dens & Patrick De Pelsmacker. (2015) Which cues cause consumers to perceive brands as more global? A conjoint analysis. International Marketing Review 32:6, pages 606-626.
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Andriani Theocharous. (2015) Food advertising as a mirror of intercultural differences: the case of the UK and Greece. British Food Journal 117:4, pages 1256-1272.
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Mahdi Rajabi, Nathalie Dens & Patrick De Pelsmacker. 2015. Marketing and Consumer Behavior. Marketing and Consumer Behavior 1411 1427 .
Kwangmi Ko Kim. 2014. The Handbook of International Advertising Research. The Handbook of International Advertising Research 78 94 .
Mahdi Rajabi, Nathalie Dens & Patrick De Pelsmacker. 2014. Brand Management in Emerging Markets. Brand Management in Emerging Markets 137 153 .
Andrea Esser. 2014. European Glocalization in Global Context. European Glocalization in Global Context 82 102 .
John Sinclair. 2011. The Handbook of Political Economy of Communications. The Handbook of Political Economy of Communications 206 225 .
Shinji Oyama. (2009) The Emergence of Pan-Asian Brands: Regional Strategies of Japanese Cosmetics Brands. Media International Australia 133:1, pages 85-96.
Crossref
John Sinclair. (2009) Advertising and Media in Asia: Setting Some Context. Media International Australia 133:1, pages 68-74.
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