Although global brands entering local markets often use localized communication (i.e., incorporation of local cultural elements in their marketing communications), the fundamental question of when and why the local community would react favorably to this strategy is still not fully answered. This research draws on the communication accommodation theory to address this question. Results from four studies show that local consumers evaluate a global brand less positively when it incorporates high-symbolic (vs. low-symbolic) local cultural elements in its marketing communication. Notably, the positive effect of culturally polite communication on consumers’ evaluations of a global brand occurs only in the local market, but not when the communication occurs in another market. Moreover, localization efforts by a global brand result in a strong localness perception, which has a positive effect on brand evaluation. Indeed, a strong localness perception of the global brand could even overshadow the need for culturally polite communication.

中文翻译：

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文化礼貌的交流：提高本地化策略的有效性

尽管进入本地市场的全球品牌通常使用本地化沟通（即，将本地文化元素整合到他们的营销沟通中），但是何时以及为什么本地社区会对这一策略做出有利反应的根本问题仍未得到完全回答。这项研究借鉴了沟通适应理论来解决这个问题。来自四项研究的结果表明，当本地品牌在营销传播中纳入具有高象征性（相对于低象征性）的本地文化元素时，对全球品牌的评价就较差。值得注意的是，文化礼节性交流对消费者对全球品牌的评价产生的积极影响仅发生在本地市场，而当交流发生在另一个市场时则没有。此外，全球化品牌的本地化努力会产生强烈的本地感，这对品牌评估产生积极影响。确实，对全球品牌的强烈本地印象甚至可能掩盖了对文化礼貌交流的需求。