Advertising campaigns: a comprehensive analysis over cultural differences
Notarantonio, Valeria (A.A. 2020/2021) Advertising campaigns: a comprehensive analysis over cultural differences. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 64. [Bachelor's Degree Thesis]
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Abstract/Index
What do we mean by culture? What is normal? Cross cultural differences. Cultural models and communication. Hofstede six dimensions (6-D model). Theory of basic human values and culture. GLOBE project. World value survey (WVS). Cultural bias consciousness and personality. Culture, self, and communication. Asian worldview and communication. Culture and advertisement. Consumer ethnocentrism (CET). Chinese brand archetype. Consumer-brand relationship. Cultural intelligence. Global market, commercials, and cultural diversities. Support cases. Strategic implications. Managerial consequences.
References
Bibliografia: pp. 53-59.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Marketing |
| Thesis Supervisor: | Devetag, Maria Giovanna |
| Academic Year: | 2020/2021 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 10 Mar 2022 08:51 |
| Last Modified: | 10 Mar 2022 08:51 |
| URI: | https://tesi.luiss.it/id/eprint/31649 |
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