ESTILOS DE COMUNICAÇÃO DE MARCAS GLOBAIS EM DIFERENTES CONTEXTOS CULTURAIS: UM ESTUDO SOBRE A MARCA MCDONALD’S
The aim of this study is to analyze the communication styles adopted by McDonald’s brand in the North American and Brazilian markets, based on the concepts of Mooij (1998). With qualitative research method, the sample is intentional choice, with the social set consisting of four commercials (two Bra...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal do Ceará
2014-04-01
|
| Series: | Contextus |
| Subjects: | |
| Online Access: | http://www.contextus.ufc.br/index.php/contextus/article/view/354 |