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An Assessment of Methodological Development in Cross-Cultural Advertising Research: A Twenty-Year Review.
- Source :
- Journal of International Consumer Marketing; 2002, Vol. 14 Issue 2/3, p153, 40p, 13 Charts, 1 Graph
- Publication Year :
- 2002
-
Abstract
- Discusses the methodologies used in cross-cultural advertising studies. Treatment and selection of culture; Selection of cultural unit; Establishment of conceptual and metric equivalence.
- Subjects :
- CROSS-cultural studies
ADVERTISING
Subjects
Details
- Language :
- English
- ISSN :
- 08961530
- Volume :
- 14
- Issue :
- 2/3
- Database :
- Complementary Index
- Journal :
- Journal of International Consumer Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 6695593
- Full Text :
- https://doi.org/10.1300/J046v14n02_08