- Muller states that advertising appeals reflect and are influenced by cultural values. This influence of culture could lend a … certain degree of predictability to the advertising task. The current study is framed in this background. The study aims to … study advertising appeals across two cultures and association between the two. To facilitate the cross country comparison …

market structure and market size, focusing on the competitive roles of the endogenous sunk costs of advertising and … versunkener Kosten für Werbung und/oder Forschung und Entwicklung (FuE) auf den Wettbewerb untersucht. Die empirischen Ergebnisse …