search query: @author Cervellon, M. / total: 1
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| Author: | Cervellon, M. Dube, L. |
| Title: | Standardisation versus cultural adaptation in food advertising: insights from a two-culture market |
| Journal: | International Journal of Advertising
2000 : VOL. 19:4, p. 429-448 |
| Index terms: | CULTURE ADVERTISING MARKET STRUCTURE |
| Language: | eng |
| Abstract: | This article unravels principles of standardisation and cultural adaptation from past literature and empirically tests the applicability of these guidelines to food advertising, in a context in which two cultures, both with strong cultural differences with regard to food, are geographically integrated and share a common industry and market structure, thereby controlling for market and industry structure confounding factors. |
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