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Beschreibung
The purpose of this book is to develop a new way to view brand image communication within cross-culture. The author examines the relationship of brand communication cross-culture by looking at two global brands of soft drink and beverages: Coca-Cola and Pepsi, and how those brands use media to communicate with consumers¿ across culture.The research will be comparing within western and eastern cultures by way of mean score and standard deviation used five-point bipolar likert scales and analysis with multivariate analysis of variance (MANOVA) and analysis of covariance (ANCOVA) using SPSS 18.0.
Details
| Verlag | ¿¿¿¿¿¿¿ |
| Ersterscheinung | 12. Juli 2017 |
| Maße | 22 cm x 15 cm x 0.9 cm |
| Gewicht | 227 Gramm |
| Format | Softcover |
| ISBN-13 | 9783330826748 |
| Seiten | 140 |
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