Cultural and paradoxical values in advertising in Eastern Europe

Salman Saleem, Jorma Antero Larimo, Kadi Ummik, Andres Kuusik
  • Baltic Journal of Management, July 2015, Emerald
  • DOI: 10.1108/bjm-11-2014-0202

Why is it important?

The discrepancy between values and practices should be taken in to account while analyzing the impact of culture on advertising and consumer behavior.

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