The effectiveness of foreign-language display in advertising for congruent versus incongruent products
Year of publication: |
2013
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Authors: | Hornikx, Jos ; Meurs, Frank van ; Hof, Robert-Jan |
Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285-X. - Vol. 25.2013, 3, p. 152-165
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Subject: | Advertising | congruence | country-of-origin effect | foreign languages | Werbung | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Sprache | Language | Herkunftsbezeichnung | Designation of origin | Online-Marketing | Internet marketing |
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