Foreign versus local consumer culture positioning when entering foreign markets : synergies of anthropomorphic ads, ethnocentrism, and culture positioning on brand evaluations
Year of publication: |
2022
|
---|---|
Authors: | Teng, Lefa ; Zhang, Mengmeng ; Foti, Lianne ; Wang, Xinran ; Wang, Xinyan |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 62.2022, 4, p. 336-352
|
Subject: | Werbung | Advertising | Markenartikel | Brand | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Kulturelle Identität | Cultural identity |
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