ENGLISH

Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers

By Okazaki Shintaro , Mueller Barbara , Taylor Charles R.

Book information

Language
english
Format
PDF
Filesize
116 kB (118438 bytes)
Pages
\16
Library
twirpx
Time added
2017-08-07 07:01:42
PR;Поведение потребителейМаркетингреклама

Description

Статья. Опубликована в: Journal of International Marketing© 2010, American Marketing AssociationVol. 18, No. 2, 2010, pp. 20–34ISSN 1069-0031X (print) 1547-7215 (electronic)Аннотация:This study tests the effectiveness of global consumer culture positioning (GCCP) in terms of perceptions of soft-sell (indirect and image-based) and hard-sell (direct and information-based) appeals across markets.

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