Cultural Value Adaptation in Advertising is Effective, But Not Dependable: A Meta-Analysis of 25 Years of Experimental Research
Journal of Business Communication
Published online on September 16, 2023
Abstract
International Journal of Business Communication, Volume 63, Issue 2, Page 407-431, April 2026.
Advertisers sometimes use value appeals that are adapted to their specific cultural audience. After a meta-analysis in 2009 showing cultural value adaptation to be effective, new studies have been published and the advertising landscape has rapidly ...
Advertisers sometimes use value appeals that are adapted to their specific cultural audience. After a meta-analysis in 2009 showing cultural value adaptation to be effective, new studies have been published and the advertising landscape has rapidly ...