search query: @author Okazaki, S. / total: 8
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| Author: | Okazaki, S. |
| Title: | Searching the web for global brands: how American brands standardise their web sites in Europe |
| Journal: | European Journal of Marketing
2005 : VOL. 39:1-2, p. 87-109 |
| Index terms: | Brands Communication Internet Multinational companies |
| Freeterms: | Standardisation |
| Language: | eng |
| Abstract: | The paper explores US brands' web site standardisation in terms of the extent of standardisation and content applied across European markets. The conceptual framework was created on the basis of four basic functions of web site content: transaction, communication, relationship and interactivity. The purpose of the paper is to make advertisers and agencies more aware of the cultural and socio-economic differences, rather than similarities, within the single European market. |
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