The cultural dimension of assertiveness in cross-cultural advertising : the perception and evaluation of assertive advertising appeals
Year of publication: |
2010
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Authors: | Terlutter, Ralf ; Diehl, Sandra ; Mueller, Barbara |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 29.2010, 3, p. 369-399
|
Subject: | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Wahrnehmung | Perception | Nationalkultur | National culture | USA | United States | Deutschland | Germany | Großbritannien | United Kingdom | Österreich | Austria | Argentinien | Argentina |
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