The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing
In formulating advertising and marketing strategies , marketers usually ignore cultural values at their peril. Little is known about the effects of national culture on individuals' att itude towards online advertising and brands. The pu rpose of this study is to examine Hofstede's cultura...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Inderscience Enterprises Ltd.
2016
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/68266/ http://dx.doi.org/10.1504/IJIMA.2016.081346 |
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