International Students Choice Of Brand Products Literature review

International Students Choice Of Brand Products - Literature review Example Advertising can be considered as a significant consequence of technological advancement and globalization. Advertising and promotions have become the effective marketing tool for the marketers in order to present the information about products or services to the target customers (Mattelart, 2005 and Keegan, 2009). However, both Mattelart and Keegan have provided the effective foundation for this research as their writings are very broader. But, both these writers used to carry some drawbacks, such as the concepts of Mattelart are slightly outdated and UK centric. On the other hand, the views of Keegan are slightly concentrated towards the US. It is true that several brand managers of leading brands generally use brand personality in order to ensure unique brand positioning (Miller, 2005). In addition to this, according to Iyer (2005), and Sun (2009), several leading brands across the globe use targeting approach in order to ensure customer differentiation in global market place. Seve ral marketing communication tools, such as price promotion and advertising elements are being used by organizations in order to attract the target customers. The views of Mattelart and Keegan provided a valuable direction to the topic. In addition to this, brand managers used to enhance knowledge sharing regarding own brands that is central to the brand equity (Keller, 2008 and Sun, 2009). When the organizations go for international advertising, it is highly important for them to maintain a balance between adaptation and standardization.