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How banner ads can be effective : investigating the influences of exposure duration and banner ad complexity
Wang, Kai-yu; Shih, Eric; Peracchio, Laura A. - In: International journal of advertising : the quarterly … 32 (2013) 1, pp. 121-141
Persistent link: https://www.econbiz.de/10009722514
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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
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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