L’impact du processus d’acculturation sur les stratégies publicitaires à l’international : explication théorique et application pour les marchés émergents

This research, indeed, aims at proposing and testing an analytical model that correlates international advertising strategies to the cultural values. Based on the acculturation theory, a four cell model is proposed according to the degree of attractiveness of the imported values and the degree of preservation of the local values. This model is supported by data collected through interviews of managers and advertising agencies of multinational firms that export in the BRIC's emerging countries (Brazil, Russia, India, China) and Morocco.