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Perception of offensive advertising: Cross-cultural peculiarities Nowadays advertising clutter in almost all media is forcing advertisers to use offensive and provocative appeals in ads. However, the various techniques used in such advertising, as well as effects of these ads, have not been adequately studied, especially when adapting advertising on the global market. The perception of offensive advertising varies according to … Keep reading
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Measuring consumer acculturation – discussion on a prospective approach This paper discusses how globalization brings in cultural change among consumers and why this phenomenon can be studied under the aegis of consumer acculturation. The discussion is initiated with the explanation of what globalization is and what factors entailing it bring in specific changes in consumer culture. This is followed by … Keep reading
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Zelená řešení v automobilovém průmyslu jako součást společenské odpovědnosti firem Společenská odpovědnost firem je v marketingu stále diskutovanějším tématem. Její součástí je kromě sociální a ekonomické oblasti právě ochrana životního prostředí, tedy environmentální odpovědnost. Ve spojení s automobilovým průmyslem jde především o vývoj automobilů v oblasti emisí. Tento článek se zabývá otázkou zelených řešení, která na světovém trhu fungují a … Keep reading
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Advertising reshaped – new trends bring new challenges. How to cope with them? These days we are used to start our research papers, presentations, or business meetings that regard advertising with a deeply embedded presumption of and confidence in our knowledge about it. Throughout the modern history, each generation built its own understanding on this subject, reflecting the time and … Keep reading
