COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND

COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND

The aim of this study is to analyze the communication styles adopted by McDonald’s brand in the North American and Brazilian markets, based on the concepts of Mooij (1998). With qualitative research method, the sample is intentional choice, with the social set consisting of four commercials (two Bra...

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Bibliographic Details
Main Authors: Edson Roberto Scharf, Halissa Odebrecht da Silva
Format: Article
Language:English
Published: Universidade Federal do Ceará 2014-01-01
Series:Contextus
Subjects:
Estilos de comunicação publicitária. Branding. Adaptação de campanhas publicitárias. Estratégias de marketing global. Marcas globais.
Online Access:http://www.periodicos.ufc.br/contextus/article/view/32170

Internet

http://www.periodicos.ufc.br/contextus/article/view/32170

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