Go Dutch or Go Home: The impact of Cultural Elements on Dutch Consumers’ Evaluations of Foreign Brand Ads.
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2025-08-25
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en
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This study investigated localized versus standardized advertising for foreign brands in the Dutch market, focusing on how cultural adaptation influences consumer responses. Two hypotheses guided the research: aspirational products would benefit from standardized ads (H₁), while functional products would be more favorably evaluated with localized ads (H₂). A 2x2 factorial mixed design exposed 183 Dutch participants to ads varying in product type and strategy. Measures included ad attitude, product attitude, purchase intention, and perceived realism. Results revealed that functional products generally received more favorable evaluations than aspirational ones. Specifically, functional ads using localized strategies generated stronger positive ad attitudes compared to standardized ones. In contrast, aspirational products did not gain advantages from standardization. These findings highlight that cultural localization can strengthen consumer responses for functional products in the Netherlands, suggesting that a uniform global advertising approach may be ineffective in this market.
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