Deleersnyder, Barbara; Dekimpe, Marnik G.; Steenkamp, … - 2007
The Role of National Culture in Advertising’s Sensitivity
to Business Cycles: An Investigation across All …
RESEARCH IN MANAGEMENT
ABSTRACT AND KEYWORDS
Abstract
Cutting advertising budgets has traditionally been a popular …
considerable cross-country variability in the cyclical sensitivity of advertising expenditures. We
conduct a systematic …