The effect of culture on attitude towards online advertising and online brands: applying hofstede's cultural factors to internet marketing

• Main Authors: Valaei, Naser, Rezaei, Sajad, Wan Ismail, Wan Khairuzzaman, Yoke, Moi Oh
• Format: Article
• Published: Inderscience Enterprises Ltd. 2016
• Subjects: H Social Sciences
• Online Access: http://eprints.utm.my/id/eprint/68266/; http://dx.doi.org/10.1504/IJIMA.2016.081346

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...