Advertising Localisation and Consumer Response: Evidence from Multinational Brands Operating in Northern Nigeria

This study empirically examines the effect of advertising localisation on consumer responses to multinational brand campaigns in northern Nigeria, with data collected from consumers in Kano State and Jigawa State, North West Nigeria. Advertising localisation, the adaptation of advertising content to reflect local cultural values, language, imagery, and norms, has been theorised as a critical strategy for multinational brands seeking resonance in culturally distinct markets. Northern Nigeria, characterised by predominantly Islamic cultural values, Hausa language dominance, and distinctive social norms, represents a market where localisation decisions carry significant resonance implications. Grounded in cultural congruence theory and the standardisation-adaptation dichotomy in international advertising research, the study tests whether localised advertising content generates superior attitudinal, emotional, and behavioural consumer responses compared to standardised campaigns. A quasi-experimental design exposes matched groups of 200 consumers to localised versus standardised ad stimuli for three multinational brands across categories. MANCOVA and SEM are employed for analysis. Preliminary findings confirm that localised advertising generates significantly more positive emotional responses and higher purchase intention scores than standardised versions, particularly for food and personal care product categories. However, brand category moderates localisation effects, with technology products showing smaller localisation benefits. Recommendations assist multinational marketing strategists and advertising agencies on designing culturally calibrated campaigns for northern Nigerian markets. Keywords: advertising localisation, multinational brands, cultural congruence, northern Nigeria, consumer response