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Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature

  • Saleem S
  • Larimo J
Springer Fachmedien Wiesbaden, (2017), 247-263
DOI: 10.1007/978-3-658-15220-8_18
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Abstract

The Hofstede’s cultural framework has been frequently used to investigate the influences of culture on advertising (Chang et al., 2009). For instance, the model has been used to explain the cross-cultural differences of advertising appeals (Albers-Miller and...

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Saleem, S., & Larimo, J. (2017). Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature. In Advances in Advertising Research (Vol. VII) (pp. 247–263). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_18

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