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Cultural meaning, advertising, and national culture : a four-country study

Czarnecka, Barbara; Brennan, Ross; Keles, Serap - In: Journal of global marketing 31 (2018) 1, pp. 4-17

Persistent link: https://www.econbiz.de/10011963049

Grey Consumers and Advertising Effectiveness : A European Study

Czarnecka, Barbara - 2011

This comparative study attempts to gain a better understanding of how to target the older European consumers and, more precisely which advertising appeals are most effective amongst the older consumers of Poland, Hungary, Ireland and the UK. In an experiment, older (N=93) and younger (N=275)...

Persistent link: https://www.econbiz.de/10013121379

Is food advertising culture-bound? : contradictory results from three European countries

Czarnecka, Barbara; Dahl, Stephan; Eagle, Lynne C. - In: Journal of customer behaviour 12 (2013) 2/3, pp. 227-246

Persistent link: https://www.econbiz.de/10010233728

Wisdom appeals in UK financial services advertising

Czarnecka, Barbara; Evans, Jeff - In: Journal of promotion management : JPM 19 (2013) 4, pp. 418-434

Persistent link: https://www.econbiz.de/10010198658

Global consumer culture positioning : the use of global consumer culture positioning appeals across four European countries

Czarnecka, Barbara; Keles, Serap - In: Journal of euromarketing 23 (2014) 3, pp. 59-67

Persistent link: https://www.econbiz.de/10010497693

Do consumers acculturated to global consumer culture buy more impulsively? : the moderating role of attitudes towards and beliefs about advertising

Czarnecka, Barbara; Schivinski, Bruno - In: Journal of global marketing 32 (2019) 4, pp. 219-238

Persistent link: https://www.econbiz.de/10012201029

Fear appeals in anti-smoking advertising : how important is self-efficacy?

Manyiwa, Simon; Brennan, Ross - In: Journal of marketing management : MM 28 (2012) 11/12, pp. 1419-1437

Persistent link: https://www.econbiz.de/10009701999

The development of brand attitudes among young consumers

Pagla, Maria; Brennan, Ross - In: Marketing intelligence & planning 32 (2014) 6, pp. 687-705

Persistent link: https://www.econbiz.de/10010413624