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

Tiziano Vescovi; Federica Bettati

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

Tiziano Vescovi, Federica Bettati

언어ENG
URLhttps://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)

키워드

cross-cultural marketing International marketing strategy Chinese consumers

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

저자

Tiziano Vescovi(Ca’ Foscari University of Venice)
Federica Bettati(Ca’ Foscari University of Venice)

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