Expanding the Borderless Frontier: International Website Brand Strategies in the New EU Member States
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F08%3A00033782" target="_blank" >RIV/00216224:14560/08:00033782 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Expanding the Borderless Frontier: International Website Brand Strategies in the New EU Member States
Original language description
Website positioning of MNCs was examined in Poland and the Czech Republic. Using website content analysis techniques, we evaluated the similarity between the home (US) and host sites, as well as the existence of a series of website functions. The findings suggest that American MNCs tend to apply a high level of visual components in Poland and Czech sites, while the level of standardization in textual messages is notably low in both countries.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
AH - Economics
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2008
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
F. Costa Pereira, J. Veríssimo & P. Neijens (Eds.), New Trends in Advertising Research
ISBN
978-972-618-493-5
Number of pages of the result
14
Pages from-to
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Number of pages of the book
480
Publisher name
Silabo Publishers
Place of publication
Lisbon
UT code for WoS chapter
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