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Research papers

Construction of otherness via cross-cultural advertising

This paper focuses on the question of semiotics of brand communication. Lotman's’ concept of semiosphere and three types of semiotic relations between imagined our brand and other brands, hindering the brand's acceptance in particular market,...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Triin Vihalemm
Company: KANTAR TNS Malaysia
November 1, 1997
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Citation

Vihalemm, T. (1997a, November 01). Construction of otherness via cross-cultural advertising. ANA - ESOMAR. Retrieved November 29, 2023, from


https://ana.esomar.org/documents/construction-of-otherness-via-cross-cultural-advertising


Research papers

Fast-developing markets in Estonia

The paper concentrates primarily on the development of the Estonian consumer market in 1992-1994, the first years of free market economy. The changes in the market are examined from the point of view of different indicators: objective ones, such as...

Catalogue: CEE Conference 1995: Towards A Market Economy
Author: Triin Vihalemm
Company: KANTAR TNS Malaysia
April 1, 1995
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Citation

Vihalemm, T. (1995a, April 01). Fast-developing markets in Estonia. ANA - ESOMAR. Retrieved November 29, 2023, from


https://ana.esomar.org/documents/fast-developing-markets-in-estonia