Standardisation Versus Adaptation – Marketing Communication Strategies of Multinational Companies on the European Textile Market
Journal Title: Fibres and Textiles in Eastern Europe - Year 2017, Vol 25, Issue 3
Abstract
The article presents an analysis of the issue of marketing communication strategy standardisation/adjustment by multinational textile companies on the European market. The own research is based on information presented on the websites of multinational companies operating in the European Union and on the results of a survey carried out among 246 young consumers from France and Poland in the first quarter of 2015. In the paper, firstly the results of studies concerning 50 multinational textile companies and their comparison with those of 100 multinationals from other sectors are presented, and the relations between the levels of marketing communication activity adjustment are discussed. Afterwards an analysis of the survey results is conducted taking into account the evaluation of standardisation/adaptation of promotional strategies on the textile market by young consumers. Analysis of the findings indicated that multinational textile companies partially or fully standardise marketing communications activities on the European market, and the level of standardisation of the communication strategies is higher on the textile European market than on the other European B2C markets. Results also support the assumption that textile products are more likely than other products to benefit from the standardisation of marketing communication activities. The results also emphasise a positive evaluation of the global communication campaigns of multinational textile companies by young consumers from France and Poland. Their attitudes as well as purchase intentions toward global textile brands promoted with standardised tools are stronger than in the case of global textile brands promoted with a locally adapted promotion strategy.
Authors and Affiliations
Magdalena Grębosz, Jacek Otto
Keywords
Related Articles
- EP ID EP194026
- DOI 10.5604/01.3001.0010.1682
- Views 107
- Downloads 0
Textile Cover Effect on Aerodynamic Characteristics of a Paraglider Wing
Defined herein are the two PA-fabrics covering a paraglider wing, with the comparative object being permeable clothing material. The material parameters of textiles are applied in numerical simulations of aerodynamic cha...
Local Optimization of Bonnet Thickness in Global Heat Balance of Neonate
Global heat transport for an neonate body is determined by means of heat balance with the term describing evaporation. The heat storage rate is the unbalanced difference between the metabolic heat production and various...
Sound Absorbing Polyester Recycled Nonwovens for the Automotive Industry
The subject of noise has received an increasing amount of attention from scientists, technologists and the public as a whole because a high noise level may determine the quality of human life. Therefore acoustic insulati...
Static and Dynamic Mechanical Properties of Cotton/Epoxy Green Composites
A study on the effect of alkaline treatment on the mechanical properties of cotton fabric reinforced epoxy composites is presented in this paper. One hour treatment of cotton fabric was performed using three different co...
Investigation of the Effect of Pile Height and Yarn Linear Density on the Performance Properties of Pile Loop and Cut-Pile Loop Knit Fabrics
This paper investigates the effects of fabric structural parameters such as pile yarn linear density (19.7, 22.7 and 24.6 tex), ground yarn linear density (100 and 78 dtex), sinker height (2.2 sinker; 2.5 sinker and 2.8...