Global consumer culture positioning : testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers
Shintaro Okazaki, Barbara Mueller, and Charles R. Taylor
Year of publication: |
2010
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Authors: | Okazaki, Shintaro ; Mueller, Barbara ; Taylor, Charles Raymond |
Published in: |
Journal of international marketing. - Chicago, Ill. : Assoc., ISSN 1069-031X, ZDB-ID 915508-9. - Vol. 18.2010, 2, p. 20-34
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Subject: | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity | Japan | USA | United States |
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