Individualism in Western advertising: A comparative study of Spanish and US newspaper advertisements

Article

Abstract: Following an extended tradition in cross-cultural research about individualism and collectivism as d

Palabras claves:

Advertising, Collectivism, content analysis, cross-cultural studies, Individualism

Autores:

del Mar Rubio-Hernández M., Pineda A., Víctor Hernández-Santaolalla

Fuentes:

scopus