Divergence or relevance in advertisements : what works in emerging markets? : evidence from Indian consumers
Aditya Billore, K.R. Jayasimha, Ashish Sadh and Ranjeet Nambudiri
| Year of publication: |
2020
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|---|---|
| Authors: | Billore, Aditya ; Jayasimha, K. R. ; Sadh, Ashish ; Nambudiri, Ranjeet |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 33.2020, 4, p. 225-241
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| Subject: | Ad-attitude | brand attitude | consumer perceived ad-creativity | divergence | emerging markets | relevance | Schwellenländer | Emerging economies | Konsumentenverhalten | Consumer behaviour | Indien | India | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2020.1734135 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012260082