Effects of culturally verbal and visual congruency/incongruency across cultures in a competitive advertising context
Year of publication: |
2014
|
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Authors: | Teng, Lefa ; Ye, Nan ; Yu, Ying ; Wu, Xiaochuang |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 67.2014, 3, p. 288-294
|
Subject: | Culturally verbal congruency | Culturally visual congruency | Brand attitudes | Culture | Competitive advertising context | Migranten | Migrants | Kulturelle Identität | Cultural identity | Konsumentenverhalten | Consumer behaviour | Kultur | Werbung | Advertising | Internationales Marketing | International marketing | Nationalkultur | National culture | Werbewirkung | Advertising effects | Soziale Integration | Social integration |
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