The influence of cultural and socioeconomic variables on reactions to ad appeals
When entering foreign markets global marketers often try to standardize their marketing strategies and tactics (Taylor, Miracle and Wilson, 1997; Chan, 1996; Sandler and Shani, 1992). In this research I focused on standardization in advertising, concentrating on factors that may influence standardiz...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
1999
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI9950182 |