Should Advertising Be Standardized Based on Specific Cultural Dimensions? - A Comparative Study of Ad Preference and Cultural Dimensions in the US and China
Abstract The study is to test the idea that different cultural dimensions have the same degree of impact on consumer preference of advertising standardization. Hofstede’s (1980, 2001) cultural dimensions are used to examine the differences of its impact on advertising standardization between Chin...
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| Format: | Article |
| Language: | English |
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IEECA
2016-04-01
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| Series: | Journal of Eastern European and Central Asian Research |
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| Online Access: | https://ieeca.org/journal/index.php/JEECAR/article/view/115 |