Literaturnachweis - Detailanzeige
Autor/inn/en | Zinkhan, George M.; Balazs, Anne L. |
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Titel | The Institution of Advertising: Predictors of Cross-National Differences in Consumer Confidence. |
Quelle | In: Journalism and Mass Communication Quarterly, 75 (1998) 3, S.535-47 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 1077-6990 |
Schlagwörter | Advertising; Consumer Economics; Cross Cultural Studies; Cultural Differences; Cultural Traits; Foreign Countries; Higher Education; Media Research; Predictor Variables |
Abstract | Contributes to scholarship on advertising and cross-cultural studies by exploring cultural factors affecting customer confidence in advertising. Uses a sample of 16 European nations to test G. Hofstede's theory of cross-national values. Finds that Hofstede's dimensions of uncertainty avoidance, masculinity, and individualism are important predictors of advertising confidence. (SR) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |