How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? : a cross-cultural study
Year of publication: |
2023
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Authors: | Chutima Ruanguttamanun |
Published in: |
Global business and organizational excellence : GBOE. - Hoboken, NJ : Wiley, ISSN 1932-2062, ZDB-ID 2322782-5. - Vol. 43.2023, 1, p. 35-52
|
Subject: | advertising appeals | cross-cultural | emerging market consumers | green advertisements | Hofstede's | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Kulturelle Identität | Cultural identity | Werbewirkung | Advertising effects | Internationales Marketing | International marketing | Öko-Marketing | Green marketing | Nationalkultur | National culture | Interkulturelles Management | Cross-cultural management |
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