The Hofstede model: Applications to global branding and advertising strategy and research

Volume: 29, Issue: 1, Pages: 85 - 110
Published: Jan 1, 2010
Abstract
Recent years have seen increasing interest in the consequences of culture for global marketing and advertising. Many recent studies point at the necessity of adapting branding and advertising strategies to the culture of the consumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to branding and...
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Paper Details
Title
The Hofstede model: Applications to global branding and advertising strategy and research
Published Date
Jan 1, 2010
Volume
29
Issue
1
Pages
85 - 110
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