Global advertising strategy: The moderating role of brand familiarity and execution style
| Year of publication: |
2002
|
|---|---|
| Authors: | Pae, Jae H. ; Samiee, Saeed ; Tai, Susan |
| Published in: |
International marketing review. - Bradford : Emerald, ISSN 0265-1335, ZDB-ID 8597674. - Vol. 19.2002, 2, p. 176-189
|