Click here to download

Cultural and cross-cultural customized communication: new theoretical advancements and an empirical analysis on targets of non UE citizens
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s:  
Year:  2012 Issue: Language: Italian 
Pages:  23 Pg. 107-129 FullText PDF:  520 KB
DOI:  10.3280/MC2012-003006
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 


This article analyses and tests empirically the theory of cultural and cross-cultural customized communication, after having reviewed the recent literature on this topic focusing only on the domestic contest. From a methodological point of view, three focus groups were conducted, involving people belonging to three different ethnic groups (Italian, Albanian, Chinese) in Italy. Their perceptions of several Italian TV advertise- ments are compared. This analysis is based on Hofstede’s model of the manifestations of culture and it highlights points of convergence and differences. Some relevant managerial implications are derived.
Keywords: Culture, empirical research, cross-cultural communication, customized communication, cultural adaptation, points of convergence and differences.

, Cultural and cross-cultural customized communication: new theoretical advancements and an empirical analysis on targets of non UE citizens in "MERCATI E COMPETITIVITÀ" 3/2012, pp. 107-129, DOI:10.3280/MC2012-003006

   

FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content