KOREASCHOLAR

CULTURAL CONTEXT AND CROSS-CULTURAL MARKETING STRATEGIES BETWEEN ITALY AND CHINA. THE CASE OF AMARENA FABBRI

Tiziano Vescovi, Federica Bettati
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401927
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1453-1469
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
cross-cultural marketingInternational marketing strategyChinese consumers
Table Content
ABSTRACT
1. Introduction: a cross-cultural approach
2. Dimensions of culture
3. Culture, product perception and purchase intention
4. Research method and procedures
5. Main Findings
    5.1. Packaging
    5.2. Taste dimension
        5.3. Suggested use
6. Discussion
7. Conclusions, practical implication and limitation
References
Author
  • Tiziano Vescovi(Ca’ Foscari University of Venice)
  • Federica Bettati(Ca’ Foscari University of Venice)