Are bank advertisement appeals adapted to local culture? : lessons from multinational banks present in Romania and Hungary
Year of publication: |
2019
|
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Authors: | Alt, Mónika-Anetta ; Săplăcan, Zsuzsa |
Published in: |
European journal of international management : EJIM. - Genève [u.a.] : Inderscience Enterprises, ISSN 1751-6757, ZDB-ID 2416808-7. - Vol. 13.2019, 4, p. 533-552
|
Subject: | international advertising | adaptation | cultural dimension | appeal | bank | Romania | Hungary | Ungarn | Rumänien | Werbung | Advertising | Internationale Bank | International bank | Bank | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity |
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