Adapted or standardized copy : is non-cultural English the answer?
Year of publication: |
2014
|
---|---|
Authors: | Spielmann, Nathalie ; Delvert, Mathilde |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 4, p. 434-440
|
Subject: | Culture | Language | Globish | Advertising | Brand strategy | Adapt-standardize | Markenführung | Brand management | Sprache | Englisch (Sprache) | English (Language) | Werbung | Großbritannien | United Kingdom | Standardisierung | Standardization |
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