haku: @indexterm Standards / yhteensä: 560
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| Tekijä: | Laroche, M. (et al.) |
| Otsikko: | A model of advertising standardization in multinational corporations |
| Lehti: | Journal of International Business Studies
2001 : VOL. 32:2, p. 249-266 |
| Asiasana: | MULTINATIONAL COMPANIES ADVERTISING RESEARCH ADVERTISING EFFECTIVENESS STANDARDS |
| Kieli: | eng |
| Tiivistelmä: | Although there have been several studies concerning the issues of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization. A measurement model and a structural model for the determinants of the degree of advertising standardization at the MNC (multinational corporations) level are proposed. |
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