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Pokhilko, Olga - 2018

Learning about the other culture is very important starting point. Culture is a basic definition. First of all, in the context of cultural awareness, we have to understand what culture refers to. For this purpose, let's simply define culture as all the (often unspoken) standards and (mostly...

Persistent link: https://www.econbiz.de/10012935151

Political ideology in consumer resistance : analyzing far-right opposition to multicultural marketing

Ulver, Sofia; Laurell, Christofer - In: Journal of public policy & marketing 39 (2020) 4, pp. 477-493

Persistent link: https://www.econbiz.de/10012534325

Effects of Global Consumer Culture Positioning versus Local Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation and Attitude toward Brand

Lee, Chol - 2020

brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand …

Persistent link: https://www.econbiz.de/10012839485

Global or adapted advertising? : consumer evaluation of advertising activity of foreign enterprises on the Polish market

Nowacki, Robert - In: Contemporary economics 15 (2021) 4, pp. 415-428

-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global … services. The specific question which appears in this context is whether to use standardized or adapted advertising. The … globalization on the recipients’ perception of the adver-tising activity of foreign companies operating in the Polish market …

Persistent link: https://www.econbiz.de/10012802146