Insights from Project GLOBE Extending global advertising research through a contemporary framework

Numerous calls have been made for further application of the Project GLOBE cultural framework (cf. House at al. 2004) in the global advertising literature (e.g. Terlutter et al. 2006; Okazaki & Mueller 2007; Diehl et al. 2008b). Similarly, we argue that the present literature could benefit from greater inclusion of the cross-cultural theoretical framework and empirical findings from the GLOBE study to understand societal-level cultural variability between and among consumers across the world. This paper introduces and explores the major findings of the GLOBE study, then reviews the extant advertising literature that has incorporated aspects of GLOBE. Additionally, further application of the GLOBE framework is suggested that may help advance the advertising discipline. Five broad research questions are developed that are intended to guide future global advertising research.