search query: @indexterm SEGMENTATION / total: 227
reference: 44 / 227
| Author: | Chow, S. Amir, S. |
| Title: | The universality of values: Implications for global advertising strategy |
| Journal: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 301-314 |
| Index terms: | advertising strategy marketing segmentation |
| Language: | eng |
| Abstract: | General values (hereafter as: vls.) have been used increasingly as a basis for market segmentation (here as: sgm). The relationship (as: r-ship.) btw. a vls. structure and implications for sgm. as well as brand appeal (as: br-app.) and media consumption (as: med-cns.) have not been thoroughly analyzed. This study aims at filling in the gap by: 1. demonstrating that there exists a universal value structure of six types, 2. identifying the segment typology by country and assessing similarities among clusters of countries (as: ctrs.) and differences btw. ctrs., and 3. examining the r-ship. btw. segment typology and br-app. and med-cns. |
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