Project globe and cross- cultural advertising research: Developing a theory- driven approach

Narda R. Quigley; Mary Sully de Luque; Robert J. House

doi:10.4337/9781781001042.00013

Project globe and cross- cultural advertising research: Developing a theory- driven approach

Narda R. Quigley, Mary Sully de Luque, Robert J. House

Global Management, Thunderbird School of (TSGM)

Research output: Chapter in Book/Report/Conference proceeding › Chapter

6 Scopus citations

Abstract

4 Project GLOBE and cross-cultural advertising research: developing a theory-driven approach Narda R. Quigley, Mary Sully de Luque and Robert J. House INTRODUCTION In their 2007 review, Okazaki and Mueller found that cultural values were the most...

Original language	English (US)
Title of host publication	Handbook of Research on International Advertising
Publisher	Edward Elgar Publishing Ltd.
Pages	61-87
Number of pages	27
ISBN (Electronic)	9781781001042
ISBN (Print)	9781848448582
DOIs	https://doi.org/10.4337/9781781001042.00013
State	Published - Jan 1 2012

ASJC Scopus subject areas

Economics, Econometrics and Finance(all)
General Business, Management and Accounting

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10.4337/9781781001042.00013

Cite this

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Project globe and cross- cultural advertising research: Developing a theory- driven approach

Abstract

ASJC Scopus subject areas

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