How to advertise and build brand knowledge globally : comparing television advertising appeals across developed and emerging economies
Lia Zarantonello; Bernd H. Schmitt; Kamel Jedidi
| Year of publication: |
2014
|
|---|---|
| Authors: | Zarantonello, Lia ; Schmitt, Bernd ; Jedidi, Kamel |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 54.2014, 4, p. 420-434
|
| Subject: | Fernsehwerbung | Television advertising | Markenführung | Brand management | Vergleich | Comparison | Industrieländer | Industrialized countries | Schwellenländer | Emerging economies |
| Extent: | graph. Darst. |
|---|---|
| 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/10010481187