국제광고 유형 표준화의 결정요인에 관한 실증연구 = An Empirical Study on the Determinants of International Advertising Pattern Standardization

다국어 초록 (Multilingual Abstract)

Most previous international advertising studies were mainly based on conceptual or theoretical research and a limited number of empirical studies simply compared advertising contents of various media. Therefore, in this study, we tried to figure out major determinants of international advertising pattern standardization and to examine their relative impacts. To accomplish these goals, we contacted the advertising managers of 48 foreign companies invested in Korea and collected the survey data to examine those relationships through the multiple regression analysis. The test results showed that the level of product involvement, CEO`s consideration level for host country characteristics and headquarter`s control level for their subsidiaries are significant independent variables. This result means that companies need to analyze the characteristics of their product before they decide their standardization level of international advertising.