Impact of Advertisement Appeals within Individualistic and Collective Cultures Based on Values of Consumer

For a product to be communicated across cultures different dimensions has to be taken care of because of huge cultural difference prevailing. Organizations have to carefully examine these factors to successfully design advertising appeals for a product to be adapted globally because of the cultural sensitivity attached to it. To study this impact of Communication with respect to advertisement consumers consumption attitudes derived from Schwartz’s value systems framework were examined. This paper examines Impact of Advertisement Appeals within Individualistic and collective cultures based on country characteristics and Schwartz values

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Year of publication:	2013
Authors:	Panda, Rajshree
Publisher:	[S.l.] : SSRN
Subject:	Werbewirkung \| Advertising effects \| Konsumentenverhalten \| Consumer behaviour \| Werbung \| Advertising \| Kulturelle Identität \| Cultural identity \| Soziale Werte \| Social values

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