Effects of contextual congruence in advertising execution : the case of Japanese culture-bound products
Emmanuel J. Chéron; Rodi C. Pau
| Year of publication: |
2009
|
|---|---|
| Authors: | Chéron, Emmanuel J. ; Pau, Rodi C. |
| Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285-X. - Vol. 21.2009, 4, p. 285-297
|
| Subject: | Werbung | Advertising | Zielgruppe | Target group | Kulturelle Identität | Cultural identity | Bekleidung | Clothing | Werbewirkung | Advertising effects | Regressionsanalyse | Regression analysis | Japan |
| Extent: | Ill. |
|---|---|
| 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/10003902797