Joint advertising : the impact of domestic, foreign, and global partners on cognitive fit
Year of publication: |
2024
|
---|---|
Authors: | Bauer, Brittney C. ; Johnson, Clark D. |
Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 41.2024, 3/4, p. 767-805
|
Subject: | Associative network memory model | Domestic brands | Foreign brands | Global brands | Joint advertising | Markenführung | Brand management | Werbung | Advertising | Markenartikel | Brand | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Multinationales Unternehmen | Transnational corporation |
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