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~isPartOf:"Journal of international consumer marketing"
~isPartOf:"The journal of product & brand management"
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Journal of international consumer marketing
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Cross-cultural differences in the effects of abstract and concrete thinking on imagery generation and ad persuasion
Liang, Beichen
;
Cherian, Joseph A.
- In:
Journal of international consumer marketing
22
(
2010
)
2
,
pp. 187-198
Persistent link: https://www.econbiz.de/10003986202
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2
Can followers overcome pioneers? : the role of superior alignable differences in consumer evaluation of brand extensions
Liang, Beichen
;
Cherian, Joseph A.
;
Fu, Wei
- In:
The journal of product & brand management
19
(
2010
)
2
,
pp. 85-93
Persistent link: https://www.econbiz.de/10003993615
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