A comparative study on glocal commercial advertisement perceptions : British and French viewers' responses to Red Bull
Kerstin Bremser, Nadine Walter, Véronique Goehlich
| Year of publication: |
2018
|
|---|---|
| Authors: | Bremser, Kerstin ; Walter, Nadine ; Goehlich, Véronique |
| Published in: |
International journal of comparative management. - [Olney, Bucks.] : Inderscience Enterprises Ltd, ISSN 2514-4111, ZDB-ID 2970988-X. - Vol. 1.2018, 4, p. 333-354
|
| Subject: | advertising | UK | France | standardisation | adaptation | Hofstede cultural dimensions | Frankreich | Großbritannien | United Kingdom | Werbung | Advertising | Kulturelle Identität | Cultural identity | Nationalkultur | National culture | Vergleich | Comparison | Werbewirkung | Advertising effects | Standardisierung | Standardization | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJCM.2018.096777 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012051393