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Publikováno v:
Journal of International Business Studies. 39(5):851-863
Several recent studies have investigated international differences in advertising practices. Most of these address advertising in general, leaving the transferability of comparative advertising practices largely unexplored. Based on a theoretical fra
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b937239d41b3c39cc5926ea68fc31489
http://www.palgrave-journals.com/jibs/journal/v39/n5/pdf/8400387a.pdf
http://www.palgrave-journals.com/jibs/journal/v39/n5/pdf/8400387a.pdf
