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Consumer responses to East‐West writing system differences : A literature review and proposed agenda

Hernandez, Monica D.; Minor, Michael S. - In: International Marketing Review 27 (2010) 5, pp. 579-593

Purpose – The purpose of this paper is threefold. First, it aims to review East‐West writing system (cross‐script) differences and summarize previous work examining the cross‐script effect on consumer responses. Second, it aims to describe the implications for international marketing and...

Persistent link: https://www.econbiz.de/10014827504

Consumer responses to East-West writing system differences : a literature review and proposed agenda

Hernandez, Monica D.; Minor, Michael - In: International marketing review 27 (2010) 5, pp. 579-593

Persistent link: https://www.econbiz.de/10008906849

Superstitious beliefs in consumer evaluation of brand logos : implications for corporate branding strategy

Wang, Yong Jian; Hernandez, Monica D.; Minor, Michael; … - In: European journal of marketing : EJM 46 (2012) 5, pp. 712-732

Persistent link: https://www.econbiz.de/10009567636

Effects of superstitious beliefs on consumer novelty seeking and independent judgment making : evidence from China

Hernandez, Monica D.; Wang, Yong Jian; Minor, Michael; … - In: Journal of consumer behaviour : an international … 7 (2008) 6, pp. 424-435

Persistent link: https://www.econbiz.de/10003789906

Uncovering emotions and insights evoked by paper currency

Hernandez, Monica D.; Nasif, Nese; Malzer, Kai; Minor, … - In: The international review of retail, distribution and … 27 (2017) 4, pp. 424-433

Persistent link: https://www.econbiz.de/10011772422

Escaping the corner of death? : an eye-tracking study of reading direction influence on attention and memory

Hernandez, Monica D.; Wang, Yong Jian; Sheng, Hong; … - In: The journal of consumer marketing 34 (2017) 1, pp. 1-10

Persistent link: https://www.econbiz.de/10011616082

Bilingual consumer memory in the advergaming context : a cross-script comparison

Hernandez, Monica D. - 2005

Persistent link: https://www.econbiz.de/10003946261

Determinants of children's attitudes towards "advergames" : the case of Mexico

Hernandez, Monica D. - In: Young consumers : insight and ideas for responsible … 9 (2008) 3, pp. 112-120

Persistent link: https://www.econbiz.de/10003745620

Adolescents, advergames and snack foods : effects of positive affect and experience on memory and choice

Hernandez, Monica D.; Chapa, Sindy - In: Journal of marketing communications 16 (2010) 1/2, pp. 59-68

Persistent link: https://www.econbiz.de/10003952928

Rethinking flow : qualitative insights from Mexican cross-border shopping

Hernandez, Monica D.; Vicdan, Handan - In: The international review of retail, distribution and … 24 (2014) 3, pp. 347-360

Persistent link: https://www.econbiz.de/10010366987