Visual Rhetorical Figures in Cross-Cultural Consumer Behavior: The Impact of Moderating Factors in a Spanish Language Context
This article is set within today's globalized market, where monocultural studies are no longer informative enough. It is built upon, among others, Phillips and McQuarrie's exhaustive taxonomy of the visual, which tangentially refers to the existence of moderating factors with an impact on...
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| Published in | Journal of current issues and research in advertising Vol. 39; no. 1; pp. 1 - 21 |
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| Main Author | |
| Format | Journal Article |
| Language | English |
| Published |
Routledge
02.01.2018
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| Online Access | Get full text |
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