Edited by Shintaro Okazaki
Chapter 4: Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach
4 Project GLOBE and cross-cultural advertising research: developing a theory-driven approach Narda R. Quigley, Mary Sully de Luque and Robert J. House INTRODUCTION In their 2007 review, Okazaki and Mueller found that cultural values were the most ...
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.