Shared consumer needs across India and China : a path to global advertising of services?
Pradip H. Sadarangani, Anup Krishnamurthy, Richard P. Bagozzi
| Year of publication: |
2017
|
|---|---|
| Authors: | Sadarangani, Pradip H. ; Krishnamurthy, Anup ; Bagozzi, Richard P. |
| Published in: |
Management international review : mir ; journal of international business. - Berlin : Springer, ISSN 0938-8249, ZDB-ID 209761-8. - Vol. 57.2017, 3, p. 473-500
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| Subject: | Consumer needs | Global advertising | Means-end theory | Laddering | Cross-cultural research | China | Indien | India | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Werbung | Advertising | Globalisierung | Globalization | Kulturelle Identität | Cultural identity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11575-016-0299-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011708294