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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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.


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


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