Standardisation versus cultural adaptation in food advertising: insights from a two-culture market
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2000.11104813
Reference48 articles.
1. The Effect of Cultural Orientation on Persuasion
2. Cross-Cultural Interaction: The International Comparison Fallacy?
3. Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis
4. How to Develop International Advertising Campaigns that Work: The Example of the European Food and Beverage Sector
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