Resumen de Consumer responses to different degrees of advertising adaptation:: the moderating role of national openness to foreign markets

Mahdi Rajabi, Nathalie Dens, Patrick De Pelsmacker, Peter Goos

• We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.