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The effect of culture on the context of ad pictures and ad persuasion : The role of context‐dependent and context‐independent thinking

Liang, Beichen; Runyan, Rodney C.; Fu, Wei - In: International Marketing Review 28 (2011) 4, pp. 412-434

Purpose – The purpose of this study is to examine whether the context of ad pictures differs between Chinese ads and US ads and whether it can influence consumers' ad attitudes. Design/methodology/approach – An ad content analysis and a laboratory experiment were conducted to test the...

Persistent link: https://www.econbiz.de/10014827529

The effect of culture on the context of ad pictures and ad persuasion : the role of context-dependent and context-independent thinking

Liang, Beichen; Runyan, Rodney C.; Fu, Wei - In: International marketing review 28 (2011) 4, pp. 412-434

Persistent link: https://www.econbiz.de/10009305321

Sports celebrity endorsements in retail products advertising

Lear, Karen E.; Runyan, Rodney C.; Whitaker, William H. - In: International journal of retail & distribution management 37 (2009) 4, pp. 308-321

Persistent link: https://www.econbiz.de/10009522005