The role of culture in creative execution in celebrity endorsement : the cross-cultural study
Year of publication: |
2013
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Authors: | Um, Nam-hyun |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 26.2013, 3, p. 155-172
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Subject: | Advertising | cross-cultural | cross-cultural marketing | cultural values | culture | Kulturelle Identität | Cultural identity | Kultur | Culture | Internationales Marketing | International marketing | Interkulturelles Management | Cross-cultural management | Celebrity-Werbung | Celebrity endorsement | Werbung | Kreativität | Creativity | Soziale Werte | Social values | Werbewirkung | Advertising effects |
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