Hartmann, Patrick; Apaolaza‐Ibáñez, Vanessa - In: European Journal of Marketing 47 (2013) 5/6, pp. 917-933
Purpose – Given the observable increase in images of nature in advertising on a global scale, this study aims to ask whether such creative strategies should adapt imagery to the natural environment of the target audiences or could it be standardised globally. Design/methodology/approach –...