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
Anotácia:
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 …viacAbstract:
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 …viac
Jazyk práce: English
Datum vytvoření / odevzdání či podání práce: 15. 5. 2023
Identifikátor:
https://vskp.vse.cz/eid/90327
Obhajoba závěrečné práce
- Obhajoba proběhla 7. 6. 2023
- Vedúci: Radek Tahal
- Oponent: Martin Machek
Citační záznam
Plný text práce
Obsah online archivu závěrečné práce
Zveřejněno v Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
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Instituce archivující a zpřístupňující práci: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/90327
Vysoká škola ekonomická v Praze
Master programme:
Management
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