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Are bank advertisement appeals adapted to local culture? : lessons from multinational banks present in Romania and Hungary

Alt, Mónika-Anetta; Săplăcan, Zsuzsa - In: European journal of international management : EJIM 13 (2019) 4, pp. 533-552

Persistent link: https://www.econbiz.de/10012065241

Culture is in the "I" of the beholder : Identity confirmation in tourist advertisements

Cowan, Kirsten; Spielmann, Nathalie - In: Journal of business research : JBR 121 (2020), pp. 378-388

Persistent link: https://www.econbiz.de/10012417359

Leveraging luxury brands purchase intention through cultural congruent assertive advertising : a cross-cultural experimental evidence from Malaysia and Pakistan

Raza, Syed Hassan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 1, pp. 138-165

effectiveness of the assertive advertising appeal usage across both nations. This implies that using assertive presentation and …

Persistent link: https://www.econbiz.de/10012507118

The influence of social media advertising on consumer behaviour

Al Akayleh, Fayq - In: Middle East journal of management : MEJM 8 (2021) 4, pp. 344-366

Persistent link: https://www.econbiz.de/10012595011

Tickling tensions : gazing into the parallax gap of the multicultural imaginary

Ulver, Sofia - In: Marketing theory 21 (2021) 3, pp. 391-413

Persistent link: https://www.econbiz.de/10012608028

Global marketing & advertising : understanding cultural paradoxes

Mooij, Marieke K. de - 2022 - 6th edition

"Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications"--

Persistent link: https://www.econbiz.de/10012514317

Consumers' advertising media use : a cross-cultural study

Tesfom, Goitom; Lutz, Clemens - In: Services marketing quarterly 43 (2022) 1, pp. 32-47

Persistent link: https://www.econbiz.de/10012801854

Global Advertising in a Cultural Context.

Milenkovic, Mirjana - 2009 - 1st ed.

Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising … advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members … illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the …

Persistent link: https://www.econbiz.de/10012688943

New research on cross-cultural and cross-national comparisons in advertising and consumer behavior

Manrai, Ajay K. - In: Journal of global marketing 31 (2018) 1, pp. 1-3

Persistent link: https://www.econbiz.de/10011963047

Cultural meaning, advertising, and national culture : a four-country study

Czarnecka, Barbara; Brennan, Ross; Keles, Serap - In: Journal of global marketing 31 (2018) 1, pp. 4-17

Persistent link: https://www.econbiz.de/10011963049