Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU114667" target="_blank" >RIV/00216305:26510/15:PU114667 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.sets.cz" target="_blank" >http://www.sets.cz</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.

Popis výsledku v původním jazyce

The paper deals with various approaches of cross-culture advertising in different culture environments. The aim of the paper is to compare national advertising style especially in the selected countries of Europe (France and the United Kingdom) and the United States of America. Does some cultural proximity mean that the same advertising pattern can be used also for other country and where are the limits or opportunities for advertisers/companies? Citation analysis is performed on base of secondary research of recent scientifi c articles published in major marketing and business journals for last years and theoretical background published in key literature in these areas. The paper is based on different methodology of Geert Hofstede, Marieke de Mooij and Fons Trompenaars.

Název v anglickém jazyce

Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.

Popis výsledku anglicky

The paper deals with various approaches of cross-culture advertising in different culture environments. The aim of the paper is to compare national advertising style especially in the selected countries of Europe (France and the United Kingdom) and the United States of America. Does some cultural proximity mean that the same advertising pattern can be used also for other country and where are the limits or opportunities for advertisers/companies? Citation analysis is performed on base of secondary research of recent scientifi c articles published in major marketing and business journals for last years and theoretical background published in key literature in these areas. The paper is based on different methodology of Geert Hofstede, Marieke de Mooij and Fons Trompenaars.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Scientia&Societas

ISSN

1801-7118

e-ISSN

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Svazek periodika

XI

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

10

Strana od-do

166-175

Kód UT WoS článku

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EID výsledku v databázi Scopus

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