Adjusting brand image to culture through advertising : A study of Swedish companies established in Japan
Abstract Background Companies today are becoming more and more internationalized. In their home countries they have already established strong brand recognition and a strong image. This image is in turn visible in their advertising. As Swedish companies travel abroad some aspects have to be adapted...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
2006
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-556 |