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Published in:
2017 | OriginalPaper | Chapter
Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature
Authors : Salman Saleem, Jorma Larimo
Published in: Advances in Advertising Research (Vol. VII)
Publisher: Springer Fachmedien Wiesbaden
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The Hofstede’s cultural framework has been frequently used to investigate the influences of culture on advertising (Chang et al., 2009). For instance, the model has been used to explain the cross-cultural differences of advertising appeals (Albers-Miller and Gelb 1996) and the portrayal of gender roles in advertising (Paek et al., 2011). Some scholars have reviewed Hofstede-inspired research in business, management and applied psychology disciplines in order to assess the relevance of Hofstede’s framework in a cross-cultural context (Kirkman et al., 2006; Taras et al., 2010).