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Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market

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  • Robert Nowacki

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  • Robert Nowacki, 2021. "Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market," Contemporary Economics, Vizja University, vol. 15(4), December.
    • Handle: RePEc:wyz:journl:id:666
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    References listed on IDEAS

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    1. De Mooij, Marieke, 2015. "Cultural marketing: Maximising business effectiveness in a multicultural world," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 1(1), pages 11-18, August.
    2. Gudergan, Siegfried P. & Ringle, Christian M. & Wende, Sven & Will, Alexander, 2008. "Confirmatory tetrad analysis in PLS path modeling," Journal of Business Research, Elsevier, vol. 61(12), pages 1238-1249, December.
    3. Boddewyn, J. J. & Soehl, Robin & Picard, Jacques, 1986. "Standardization in international marketing: Is Ted Levitt in fact right?," Business Horizons, Elsevier, vol. 29(6), pages 69-75.
    4. Moon, B. J. & Jain, S. C., 2002. "Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude," International Business Review, Elsevier, vol. 11(2), pages 117-138, April.
    5. Spielmann, Nathalie & Delvert, Mathilde, 2014. "Adapted or standardized copy: Is non-cultural English the answer?," Journal of Business Research, Elsevier, vol. 67(4), pages 434-440.
    6. Zhou, Lianxi & Poon, Patrick & Wang, Haizhong, 2015. "Consumers' reactions to global versus local advertising appeals: A test of culturally incongruent images in China," Journal of Business Research, Elsevier, vol. 68(3), pages 561-568.
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