A multi-country examination of hard-sell and soft-sell advertising : comparing global consumer positioning in holistic- and analytic-thinking cultures
Shintaro Okazaki; Barbara Mueller; Sandra Diehl
| Year of publication: |
2013
|
|---|---|
| Authors: | Okazaki, Shintaro ; Mueller, Barbara ; Diehl, Sandra |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 53.2013, 3, p. 258-272
|
| Subject: | Werbung | Advertising | Werbewirkung | Advertising effects | Nationalkultur | National culture | USA | United States | Frankreich | France | Japan |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010199591