HOW DOES THE MEANING THAT CONSUMERS DERIVE FROM ADVERTISEMENTS VARY ACROSS CULTURE?

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HOW DOES THE MEANING THAT CONSUMERS DERIVE FROM ADVERTISEMENTS VARY ACROSS CULTURE?

Due to the convergence of homogenous consumer needs, taste and lifestyle, the globalization of media, incomes and technology were expected. But many researchers debated that adaptation is needed in the place of standardization in many places especially in the field of advertising. The aim of this di...

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Bibliographic Details
Main Author:	Mohanasundaram, Arun Pragash
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/24299/

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