Searching the web for global brands: how American brands standardise their web sites in Europe

This study explores US brands' web site standardisation in terms of the extent of standardisation and the content applied across European markets. The conceptual framework was created on the basis of four basic functions of web site content, i.e. transaction, communication, relationship, and interactivity.

In total, 206 web sites created for the UK, France, Germany, and Spain were examined by online content analysis techniques, in terms of the features of the web site in each host country, and the similarity between the home‐country (USA) and host‐country web sites. The unit of analysis was determined to be the first page or homepage of the web sites, excluding analysis of hyperlinks. Multivariate analyses were applied to test the principal thesis of the study.

The brands sold by US firms adopted a localisation strategy for web sites created for European markets by tailoring the specific content to each market, but maintained a minimum level of uniformity for logo, colour and layout. Other aspects, such as textual information and visual images, were very dissimilar across markets. Image reinforcement, direct sales functions and availability of choice were found to be the most significant features influencing web site standardisation. Furthermore, as in traditional media, the extent of web site standardisation for durable goods was significantly higher than for non‐durables.

The findings of this study should make advertisers and agencies more aware of the cultural and socio‐economic differences, rather than similarities, within the single European market. Despite the increasing consensus concerning the wider applicability of standardisation practices in traditional media, the findings of this study imply that a greater segment of interactive expertise may have accepted a view that subtle but important cultural differences exist across Europe, in terms of the use, selection and participation in web site‐based marketing.