Horizontal and vertical cultural differences in the content of advertising appeals

Journal of International Consumer Marketing

Volumn 23, Issue 3-4, 2011, Pages 297-310

  Shavitt, Sharon ^a   Johnson, Timothy P ^b   Zhang, Jing ^c  

^a UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

^b UNIVERSITY OF ILLINOIS AT CHICAGO   (United States)

^c SAN JOSE STATE UNIVERSITY   (United States)

Author keywords

Advertising appeals; Content analysis; Cultural differences; Denmark; Horizontal culture; Individualism collectivism distinction; Korea; Poland; Russia; USA; Vertical culture

Indexed keywords

EID: 79960545868     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1080/08961530.2011.578064     Document Type: Article

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