Handbook of Research on International Advertising
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Handbook of Research on International Advertising

Edited by Shintaro Okazaki

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies.
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Chapter 3: Adoption of Global Consumer Culture: The Road to Global Brands

Ayşegül Özsomer

Extract

3 Adoption of global consumer culture: the road to global brands Ayşegül Özsomer INTRODUCTION The cultural influence of global brands has never been more important. In psychological terms, global brands are perceived as creating an identity, and a...

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