Applications to global branding and advertising strategy and research Marieke de Mooij and Geert Hofstede The Hofstede model Recent years have seen increasing interest in…
� 85 International Journal of Advertising, 29(1), pp. 85–110 © 2010 Advertising Association Published by Warc, www.warc.com DOI: 10.2501/S026504870920104X The Hofstede…