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Elizabeth Adaobi Oputa,Fakhrorazi bin Ahmad
Pág. 38 - 45
This paper presents a theoretical discussion regarding how semiotic advertising is adopted by international firms. The semiotic advertising concept as explained in this study is defined as an advertising approach or method based on the use of signs and s...
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Nada Mallah Boustani and Claude Chammaa
This paper aims to explore Youth?s attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together w...
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Abosede Ijabadeniyi, Jeevarathnam Parthasarathy Govender, Dayaneethie Veerasamy
This paper investigates the cultural diversity between Africans and Indians in Durban, South Africa, based on marketing communication. While cross-cultural marketing research has been concentrated on Western and Eastern societies, there is a lack of such...
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Sooun Lee, Joshua Schwarz, James Coyle, Thomas Boulton, Naoki Kameda
This case requires students to practice international management skills as they consider a wide range of important business questions for a medium-size US company looking to enter the Chinese market. Over the course of four separable modules, students de...
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Srdan ?apic, Jovana Lazarevic, Veljko Marinkovic
Pág. 1 - 10
Research Question: This paper examines the influence of femininity and collectivism as a dimension of Serbian national culture on activities, interests and opinions, i.e., consumer lifestyle components. Motivation: Consumer lifestyle is largely shaped by...
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Srdan ?apic, Jovana Lazarevic, Veljko Marinkovic
Pág. 1 - 10
Research Question: This paper examines the influence of femininity and collectivism as a dimension of Serbian national culture on activities, interests and opinions, i.e., consumer lifestyle components. Motivation: Consumer lifestyle is largely shaped by...
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