Comparing advertising effectiveness in South-American and North-American contexts : testing Hofstede's and Inglehart's cultural dimensions in the higher education sector
Year of publication: |
November 2017
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Authors: | Pergelova, Albena ; Angulo-Ruiz, Fernando |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 6, p. 870-892
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Subject: | Advertising effectiveness | relational marketing | Hofstede's cultural dimensions | Inglehart's cultural dimensions | marketing accountability | Peru | Canada | cross-country | higher education | Kanada | Nationalkultur | National culture | Hochschule | Higher education institution | Kulturelle Identität | Cultural identity | Werbewirkung | Advertising effects | Werbung | Advertising | Vergleich | Comparison |
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