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L'impact du processus d'acculturation sur les stratégies publicitaires à l'international : explication théorique et application pour les marchés émergents

Author

Listed:
  • Charlotte Gaston Breton

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Agnes Boutin

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

This research, indeed, aims at proposing and testing an analytical model that correlates international advertising strategies to the cultural values. Based on the acculturation theory, a four cell model is proposed according to the degree of attractiveness of the imported values and the degree of preservation of the local values. This model is supported by data collected through interviews of managers and advertising agencies of multinational firms that export in the BRIC's emerging countries (Brazil, Russia, India, China) and Morocco.

Suggested Citation

  • Charlotte Gaston Breton & Agnes Boutin, 2008. "L'impact du processus d'acculturation sur les stratégies publicitaires à l'international : explication théorique et application pour les marchés émergents," Post-Print halshs-00355823, HAL.
    • Handle: RePEc:hal:journl:halshs-00355823
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00355823
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    References listed on IDEAS

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    1. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    2. K Sivakumar & Cheryl Nakata, 2001. "The Stampede Toward Hofstede's Framework: Avoiding the Sample Design Pit in Cross-Cultural Research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(3), pages 555-574, September.
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