Culture, attitudes, and media patterns in China, Taiwan, and the U.S.: Balancing standardization and localization decisions

Journal of Global Marketing

Volumn 21, Issue 3, 2008, Pages 191-205

  Ferle, Carrie La ^a   Edwards, Steven M ^a   Lee, Wei Na ^b  

^a SOUTHERN METHODIST UNIVERSITY   (United States)

^b UNIVERSITY OF TEXAS AT AUSTIN   (United States)

Author keywords

Advertising; Attitudes; China; Collectivism; Cross Cultural; Media use patterns; Standardized vs. localized advertising strategies

Indexed keywords

EID: 67650072524     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911760802152017     Document Type: Article

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