Shared Consumer Needs Across India and China: A Path to Global Advertising of Services?
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DOI: 10.1007/s11575-016-0299-2
Abstract: Global advertising often uses cultural values to standardize globally advertised messages. However, this exploratory study investigates the possibility that rather than cultural values (and consumer wants), it is consumer needs that are strongly shared across… read more here.
Keywords: global advertising; cultural values; consumer; consumer needs ... See more keywords