Abstract
This essay aims to critically analyze how culture has had an impact on product decisions, brand image and communication in the global environment. It is a theoretical bibliographic study using different authors from various cultural theories, for example, Hofstede (1991); Madden et al (2000) or Terpstra; David (1991). The analysis is also based in concepts of Hofstede and looks at the marketing mix in a global context presenting current examples. The results show the changes that are occurring in the area of communication. Researchers should be aware of these changes.
| Original language | English |
|---|---|
| Pages (from-to) | 95-104 |
| Number of pages | 10 |
| Journal | Revista EducaOnline |
| Publication status | Published - Apr 2016 |
Keywords
- culture
- brand
- communication
- fashion marketing