Standardization vs. adaptation : consumer reaction to TV ads containing subtitled or English dubbed ads
Year of publication: |
2015
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---|---|
Authors: | Pagani, Margherita ; Goldsmith, Ronald E. ; Perracchio, Andrea |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 4, p. 702-714
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Subject: | advertising standardization | advertising adaptation | TV ads | language | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Standardisierung | Standardization | Werbewirkung | Advertising effects | Sprache | Language | Großbritannien | United Kingdom |
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