Incorporating the «proudly south african» campaign in communication programmes of South African firms
The aim of this paper is to provide information on the use of a «patriotic campaign», the Proudly South African campaign, to communicate with the domestic South African market. The article commences with background on the effects of country of origin and ethnocentrism. This section is followed by a...
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| Vydáno v: | URI:https://journals.openedition.org/cp, |
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| Hlavní autor: | |
| Médium: | Article ou chapitre numérique |
| Jazyk: | Anglais |
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Comunicação pública
2020
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| Témata: | |
| On-line přístup: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Shrnutí: | The aim of this paper is to provide information on the use of a «patriotic campaign», the Proudly South African campaign, to communicate with the domestic South African market. The article commences with background on the effects of country of origin and ethnocentrism. This section is followed by a brief overview of the «Proudly South African» campaign, followed by practical examples of how the campaign has been incorporated in communication programmes. A section describing the cultural diversity of South Africa follows and the final section of the article highlights future research that is planned for the South African market. |
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