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

Charlotte Gaston Breton () and Agnes Boutin ()
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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

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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.

Keywords: Cultural differences; International advertising strategies; Emerging Markets; Différences culturelles; Stratégies publicitaires à l'international; Marchés émergents (search for similar items in EconPapers)
Date: 2008-01-17
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00355823v1
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Published in 7th International Marketing Trends Congress, Jan 2008, VENISE, Italie

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00355823

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