Project globe and cross- cultural advertising research: Developing a theory- driven approach

Narda R. Quigley, Mary Sully de Luque, Robert J. House

Research output: Chapter in Book/Report/Conference proceedingChapter

5 Scopus citations

Abstract

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...

Original languageEnglish (US)
Title of host publicationHandbook of Research on International Advertising
PublisherEdward Elgar Publishing Ltd.
Pages61-87
Number of pages27
ISBN (Electronic)9781781001042
ISBN (Print)9781848448582
DOIs
StatePublished - Jan 1 2012

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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