Sökning: "international marketing and culture"

Visar resultat 31 - 35 av 91 uppsatser innehållade orden international marketing and culture.

  1. 31. Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Sofia Kivinen; [2014]
    Nyckelord :Marketing communication; advertising execution; culture; international marketing; advertising likability; perception; mobile messaging application; social media; China; South Korea;

    Sammanfattning : Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. LÄS MER

  3. 32. Den önskvärda svenskheten. En studie om bilden av Sverige ur ett statligt perspektiv.

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Maria Radermacher; Amanda Johansson; [2014]
    Nyckelord :Brand; nation brand; nation branding; image; swedish identity; Social Sciences;

    Sammanfattning : We have extended our knowledge about the complexity that exists in the marketing of countries. With sweden.se as a case, we have investigated how nation branding is actually managed from a sender perspective. LÄS MER

  4. 33. Cross-cultural differences in brand image perception

    Master-uppsats, IT-universitetet i Göteborg/Tillämpad informationsteknologi

    Författare :Emelie Jansson; [2013-09-20]
    Nyckelord :Brand; brand image; brand associations; brand perception; brand identity; brand personality; culture; intercultural communication; cultural dimensions; marketing; marketing communications;

    Sammanfattning : Problem – International companies need to become more aware of differences within cultures and consumer behavior to stay competitive in today’s business environment. Even though international companies aim to communicate the same image of global brands across different cultures, the image of those brands may still be perceived differently due to differences in cultural values. LÄS MER

  5. 34. INTERPRETING COUNTRY-OF-ORIGIN EFFECTS IN HIGH- AND LOW-CONTEXT CULTURE SOCIETIES

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :David Elvin; Garniasih Garnijanto; [2013]
    Nyckelord :Country-of-origin; culture; brand; international marketing; high-context culture; low-context culture; Business and Economics;

    Sammanfattning : Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies. Theoretical perspectives: Country-of-origin effect, cultural context, international marketing. LÄS MER

  7. 35. Value networks in the Colombian small-scale textile artisanal sector

    Master-uppsats, Högskolan i Borås/Institutionen Textilhögskolan

    Författare :ELIANA MARIA SANCHEZ ALDANA; [2013]
    Nyckelord :Artisanal products; value networks; small-scale enterprises; competitiveness; small-scale value networks management; design management; socio-cultural sustainability;

    Sammanfattning : In this research, I report and analyze the experiences of people working with small-scale enterprises in the Colombian textile artisanal sector for understanding how artisanal products are delivered to national and international markets. The data was collected by interviewing design managers and managers currently working with several of these small-scale enterprises. LÄS MER