Advertising in a cross-cultural environment: a study of French and Chinese consumers

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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...

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Bibliographic Details
Main Author:	Simon, Charlotte
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2007
Subjects:	China France advertisement advertising culture cross-cultural marketing
Online Access:	https://eprints.nottingham.ac.uk/21419/

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