Culture is in the eye of the beholder : using metaphoric representations of cultural values to enhance consumer digital engagement
Yuliani Suseno, Doan T. Nguyen
| Year of publication: |
2023
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|---|---|
| Authors: | Yuliani Suseno ; Nguyen, Doan T. |
| Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 31.2023, 2, p. 321-342
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| Subject: | consumer digital engagement | Cultural values | digital advertising | international business | metaphors | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity | Soziale Werte | Social values | Online-Marketing | Internet marketing | Nationalkultur | National culture | Digitalisierung | Digitization | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2021.1902373 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014303214