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Interkulturelle Werbung

Interkulturelle Werbung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783790809664
Condition
New
Product Description

Mit dem Ziel, den Grad der Standardisierbarkeit interkultureller Werbung genau zu quantifizieren, wird eine empirische Untersuchung vorgenommen. Hierzu werden die kommunikationstheoretischen und psychologischen Grundlagen der Werbung ausgearbeitet und in ein Modell der interkulturellen Werbung integriert. Der Einflu von Kultur auf die Wirkung von Werbung wird genau operationalisiert. Die bisherigen Anstze zur Werbestandardisierung werden umfassend empirisch dargestellt.

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