Advertising in a cross-cultural environment: a study of French and Chinese consumers
The globalisation of media, incomes and technology was expected as the convergence of homogeneous consumer needs, tastes and lifestyle. However, there is a debate on the fact that culture is universal or not. This paper aim is to research the possibility of initiating a new strategy for advertisemen...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2007
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/21419/ |