Exploring cultural context congruency in television : a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market
Claire Grant, Arlene Bailey, Alphonso Ogbuehi
| Year of publication: |
2017
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|---|---|
| Authors: | Grant, Claire ; Bailey, Arlene ; Ogbuehi, Alphonso O. |
| Published in: |
International journal of business and emerging markets : IJBEM. - Olney, Bucks : Inderscience Publ., ISSN 1753-6219, ZDB-ID 2442561-8. - Vol. 9.2017, 2, p. 174-191
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| Subject: | media context | advertising | effectiveness | cultural context congruity | audience attitude theory | schema-congruity framework | Werbewirkung | Advertising effects | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity | Mediensektor | Media industries |
| 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/10011776071