Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets
Mahdi Rajabi, Nathalie Dens, Patrick De Pelsmacker and Peter Goos
| Year of publication: |
2017
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| Authors: | Rajabi, Mahdi ; Dens, Nathalie ; Pelsmacker, Patrick de ; Goos, Peter |
| 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. 36.2017, 2, p. 293-313
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| Subject: | advertising adaptation | advertising standardization | cross-cultural | KOF | openness to foreign markets | Werbung | Advertising | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2015.1110949 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011689825