Understanding the impact of visual image and communication style on consumers’ response to sport advertising and brand : a cross-cultural comparison

In communicating with international markets, one of the key issues is culture. In particular, visual and communication convention are substantial cultural elements, which influence advertising effects. Prior literature suggests that visual and communication culture are different between Western and...

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Bibliographic Details
Main Author:	Seo, Won Jae, 1972-
Format:	Others
Language:	English
Published:	2010
Subjects:	Visual image Communication style Sport advertising Sport brand Culture Korea United States
Online Access:	http://hdl.handle.net/2152/ETD-UT-2010-08-1829

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