Global advertising strategy : the moderating role of brand familiarity and executive style
Year of publication: |
2008
|
---|---|
Authors: | Pae, Jae H. ; Samiee, Saeed ; Tai, Susan |
Published in: |
International marketing ; Vol. 2. - Cheltenham [u.a.] : Edward Elgar. - 2008, p. 374-387
|
Subject: | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Werbeplanung | Advertising planning | Werbung | Advertising | USA | United States | Markenführung | Brand management |
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