On the cross-national generalisability and equivalence of advertising response scales developed in the USA
Year of publication: |
2006
|
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Authors: | Ewing, Michael T. ; Caruana, Albert ; Zinkhan, George M. |
Published in: |
International marketing ; Vol. V. - London [u.a.] : SAGE. - 2006, p. 391-406
|
Subject: | Markenführung | Brand management | Werbung | Advertising | Internationales Marketing | International marketing |
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