Ebook: Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers
- Genre: Business // Marketing: Advertising
- Tags: Маркетинг реклама PR, Поведение потребителей
- Language: English
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Статья. Опубликована в:
Journal of International Marketing
© 2010, American Marketing Association
Vol. 18, No. 2, 2010, pp. 20–34
ISSN 1069-0031X (print) 1547-7215 (electronic)
Аннотация:
This study tests the effectiveness of global consumer culture positioning (GCCP) in terms of perceptions of soft-sell (indirect and image-based) and hard-sell (direct and information-based) appeals across markets.
Journal of International Marketing
© 2010, American Marketing Association
Vol. 18, No. 2, 2010, pp. 20–34
ISSN 1069-0031X (print) 1547-7215 (electronic)
Аннотация:
This study tests the effectiveness of global consumer culture positioning (GCCP) in terms of perceptions of soft-sell (indirect and image-based) and hard-sell (direct and information-based) appeals across markets.
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