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National identifications as determinanats of the reception of country-of-origin sensitive advertising : the case of German-Turkish consumers

Gerpott, Torsten J.; Bicak, Ilknur - In: Review of international business and strategy 26 (2016) 1, pp. 137-162

Persistent link: https://www.econbiz.de/10011575154

National identifications as determinants of the reception of country-of-origin sensitive advertising

Gerpott, Torsten J.; Bicak, Ilknur - In: Review of International Business and Strategy 26 (2016) 1, pp. 137-162

Purpose – This paper aims to empirically analyze the extent to which advertising reception among consumers with a migration background (German-Turks) is influenced by a person’s strength of national identifications with his/her country-of-origin (COO) and with his/her country-of-residence...

Persistent link: https://www.econbiz.de/10014991118