The persuasiveness of cultural value appeals in international advertising
Year of publication: |
2008
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Authors: | Sanderse, Wouter ; Hendriks, Berna ; Brandt, Corine van den |
Published in: |
Kooperation und Effizienz in der Unternehmenskommunikation : inner- und außerbetriebliche Kommunikationsaspekte von Corporate Identity und Interkulturalität. - Wiesbaden : VS Research, Verl. für Sozialwiss., ISBN 3-531-15995-X. - 2008, p. 233-244
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Subject: | Werbewirkung | Advertising effects | Internationales Marketing | International marketing | Kulturelle Identität | Cultural identity | Soziale Werte | Social values | Konsumentenverhalten | Consumer behaviour |
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