A multicountry advertising research framework : lessons learned from testing global consumer culture positioning
Shintaro Okazaki, Barbara Mueller and Sandra Diehl
| Year of publication: |
2011
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|---|---|
| Authors: | Okazaki, Shintaro ; Mueller, Barbara ; Diehl, Sandra |
| Published in: |
Measurement and research methods in international marketing ; 22. - Bingley [u.a.] : Emerald, ISBN 978-1-78052-094-0. - 2011, p. 73-96
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| Subject: | Internationales Marketing | International marketing | Internationale Marktforschung | International marketing research | Werbewirkung | Advertising effects | Messung | Measurement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009377923