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Students' attitude to the marketing communications : cross-cultural aspects
Romanova, Irina Matveevna; Noskova, Elena Viktorovna - In: Journal of advanced research in law and economics : JARLE 6 (2015) 1/11, pp. 177-185
Persistent link: https://www.econbiz.de/10011721479
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Exploring cultural context congruency in television : a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market
Grant, Claire; Bailey, Arlene; Ogbuehi, Alphonso O. - In: International journal of business and emerging markets … 9 (2017) 2, pp. 174-191
Persistent link: https://www.econbiz.de/10011776071
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Culture and the star-power strategy : comparing American and Korean response to celebrity-endorsed advertising
Choi, Jin-A.; Lewis, Robert - In: Journal of global marketing 30 (2017) 1, pp. 3-11
Persistent link: https://www.econbiz.de/10011779365
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Development and validation of an emic scale to measure ad-evoked nostalgia in France
Merchant, Altaf; Ford, John B.; Dianoux, Christian; … - In: International journal of advertising : the quarterly … 35 (2016) 4, pp. 706-729
Persistent link: https://www.econbiz.de/10011585286
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Identity distancing and targeted advertisements : the black sheep effect
Harmon-Kizer, Tracy R. - In: Journal of promotion management : JPM 22 (2016) 3, pp. 321-348
Persistent link: https://www.econbiz.de/10011532969
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When celebrities count : power distance beliefs and celebrity endorsements
Winterich, Karen Page; Gangwar, Manish; Grewal, Rajdeep - In: Journal of marketing 82 (2018) 3, pp. 70-86
Persistent link: https://www.econbiz.de/10011850417
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A comparative study on glocal commercial advertisement perceptions : British and French viewers' responses to Red Bull
Bremser, Kerstin; Walter, Nadine; Goehlich, Véronique - In: International journal of comparative management 1 (2018) 4, pp. 333-354
Persistent link: https://www.econbiz.de/10012051393
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National culture and advertising sensitivity to business cycles : a reexamination
Kim, Jung Seek - In: Journal of international marketing 28 (2020) 4, pp. 41-57
Persistent link: https://www.econbiz.de/10012391087
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Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317
Persistent link: https://www.econbiz.de/10012006997
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Advertising in the environment of movies : a literature study
Ádám, Horváth; Balázs, Gyenge - In: SocioEconomic challenges : SEC 3 (2019) 3, pp. 40-46
Persistent link: https://www.econbiz.de/10012115165