Divergence or relevance in advertisements : what works in emerging markets? : evidence from Indian consumers
Year of publication: |
2020
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Authors: | Billore, Aditya ; Jayasimha, K. R. ; Sadh, Ashish ; Nambudiri, Ranjeet |
Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 33.2020, 4, p. 225-241
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Subject: | Ad-attitude | brand attitude | consumer perceived ad-creativity | divergence | emerging markets | relevance | Schwellenländer | Emerging economies | Indien | India | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Werbung | Advertising | Markenimage | Brand image |
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