A Cross-Cultural Analysis of International Print Advertising: The Case of the U.S.A., Japan, South Korea, and Taiwan
AbstractThis paper investigates print advertising of the U.S. and the Pacific Rim countries of Japan, South Korea, and Taiwan. The study empirically analyzes whether components of print advertisements are similar or dissimilar among the four countries identified. This research offers valuable information and insight to international advertising practitioners and marketing academicians regarding the potential for regional standardization of advertising campaigns.
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Bibliographic InfoArticle provided by Emerald Group Publishing in its journal American Journal of Business.
Volume (Year): 9 (1994)
Issue (Month): 2 ()
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