The peculiarities of advertising perceptions by representatives of different cultures – Yana Zgurskaya
Yana Zgurskaya
Master's thesis
The peculiarities of advertising perceptions by representatives of different cultures
The peculiarities of advertising perceptions by representatives of different cultures
Abstract:
The aim of the thesis is to identify the peculiarities of advertising perception across cultures and to assess the extent of these distinctions. The relevance of this theme is determined by the lack of a consensus on whether to use a standardized marketing strategy for entering the international arena or a strategy of adaptation to each market. The study used a qualitative research method to achieve …moreAbstract:
The aim of the thesis is to identify the peculiarities of advertising perception across cultures and to assess the extent of these distinctions. The relevance of this theme is determined by the lack of a consensus on whether to use a standardized marketing strategy for entering the international arena or a strategy of adaptation to each market. The study used a qualitative research method to achieve …more
Language used: English
Date on which the thesis was submitted / produced: 15. 5. 2023
Identifier:
https://vskp.vse.cz/eid/90327
Thesis defence
- Date of defence: 7. 6. 2023
- Supervisor: Radek Tahal
- Reader: Martin Machek
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/90327
Vysoká škola ekonomická v Praze
Master programme:
Management
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