Is the concept of national culture of any use to global advertisers of ‘global’ products?

Research output: Contribution to conference › Paper › peer-review

635 Downloads (Pure)

Original language	English
Number of pages	18
Publication status	Published - Apr 2014
Event	9th Annual Global Brand Conference 2014 - University of Hertfordshire, Hatfield, United Kingdom Duration: 9 Apr 2014 → 11 Apr 2014

Conference	9th Annual Global Brand Conference 2014
Country/Territory	United Kingdom
City	Hatfield
Period	9/04/14 → 11/04/14

Access to Document

@conference{c6bee357e0fa4dffbd0aed3449edbe49,

title = "Is the concept of national culture of any use to global advertisers of {\textquoteleft}global{\textquoteright} products?",

author = "Barbara Czarnecka and Ross Brennan",

year = "2014",

month = apr,

language = "English",

note = "9th Annual Global Brand Conference 2014 ; Conference date: 09-04-2014 Through 11-04-2014",

}