Understanding the impact of matchup between country-of-origin facets and country stereotypes on advertising effectiveness
Linwan Wu, Ilyoung Ju, and Naa Amponsah Dodoo
| Year of publication: |
2016
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|---|---|
| Authors: | Wu, Linwan ; Ju, Ilyoung ; Dodoo, Naa Amponsah |
| Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 29.2016, 1/5, p. 203-217
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| Subject: | Advertising effectiveness | Country stereotypes | Country-of-Assembly (COA) | Country-of-Design (COD) | Country-of-Origin (COO) | matchup | Werbewirkung | Advertising effects | Herkunftsbezeichnung | Designation of origin | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2016.1185561 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011654389