Effectiveness of global advertisement on culture of India: an emerging market

International Journal of Emerging Markets

Volumn 5, Issue 1, 2010, Pages 102-113

  Srivastava, Rajesh Kumar ^a  

^a UNIVERSITY OF MUMBAI   (India)

Author keywords

Advertising effectiveness; Collectivism; Globalization; India; Individual behaviour; National cultures

Indexed keywords

EID: 84986170682     PISSN: 17468809     EISSN: 17468817     Source Type: Journal    
DOI: 10.1108/17468801011018284     Document Type: Article

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