Narrow search
Showing 1 - 3 of 3
Cover Image
The construal (in)compatibility effect : the moderating role of a creative mind-set
Yang, Xiaojing; Ringberg, Torsten; Mao, Huifang; … - In: Journal of consumer research : JCR ; an … 38 (2011/12) 4, pp. 681-696
Persistent link: https://www.econbiz.de/10009409020
Cover Image
Language choice in advertising for multinational corporations and local firms : a reinquiry focusing on monolinguals
Lin, Ying-Ching; Wang, Kai-Yu - In: Journal of advertising : official publication of the … 45 (2016) 1, pp. 43-52
Persistent link: https://www.econbiz.de/10011453858
Cover Image
Local or global image? The role of consumers' local-global identity in code-switched ad effectiveness among monolinguals
Lin, Ying-Ching; Wang, Kai-Yu - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 482-497
Persistent link: https://www.econbiz.de/10011633866