The Hofstede model

  title={The Hofstede model},
  author={Marieke de Mooij and Geert Hofstede},
  journal={International Journal of Advertising},
  pages={110 - 85}
Recent years have seen increasing interest in the consequences of culture for global marketing and advertising. Many recent studies point at the necessity of adapting branding and advertising strategies to the culture of the consumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to branding and advertising, and reviews studies that have used the… Expand
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