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Foreign versus local consumer culture positioning when entering foreign markets : synergies of anthropomorphic ads, ethnocentrism, and culture positioning on brand evaluations
Teng, Lefa; Zhang, Mengmeng; Foti, Lianne; Wang, Xinran; … - In: Journal of advertising research 62 (2022) 4, pp. 336-352
Persistent link: https://www.econbiz.de/10013531992
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If I understand why a product looks weird, will I buy it? : how reducing causal uncertainty about ugly goods can increase purchase intentions
Minton, Elizabeth A.; Spielmann, Nathalie; Gomez, Pierrick - In: Journal of advertising research 63 (2023) 4, pp. 402-417
Persistent link: https://www.econbiz.de/10014445904
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Use and abuse of cultural elements in multicultural advertising
Burgos, David - In: Journal of advertising research 48 (2008) 2, pp. 177-178
Persistent link: https://www.econbiz.de/10003742647
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Multicultural marketing and the reasons why
Korzenny, Felipe - In: Journal of advertising research 48 (2008) 2, pp. 173-176
Persistent link: https://www.econbiz.de/10003742644
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The effectiveness of using a global look in an Asian market
Chang, Chingching - In: Journal of advertising research 48 (2008) 2, pp. 199-214
Persistent link: https://www.econbiz.de/10003742654
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Can old media enhance new media? : how traditional advertising pays off for an Online Social Network
Pfeiffer, Markus; Zinnbauer, Markus - In: Journal of advertising research 50 (2010) 1, pp. 42-49
Persistent link: https://www.econbiz.de/10003971416
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New technologies drive CPG media mix optimization
Reynar, Angela; Philips, Jodi; Heumann, Simona - In: Journal of advertising research 50 (2010) 4, pp. 416-427
Persistent link: https://www.econbiz.de/10008857204
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The honey, the bear, and the violin : the Russian voices of Israeli advertising
Elias, Nelly; Greenspan, Leah - In: Journal of advertising research 47 (2007) 1, pp. 113-122
Persistent link: https://www.econbiz.de/10003609587
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I love creative advertising : what it is, when to call for it, and how to achieve it
Koslow, Scott - In: Journal of advertising research 55 (2015) 1, pp. 5-8
Persistent link: https://www.econbiz.de/10010520803
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All you need is love? : communication insights from Pop Music's number-one hits
Henard, David H.; Rossetti, Christian L. - In: Journal of advertising research 54 (2014) 2, pp. 178-191
Persistent link: https://www.econbiz.de/10010383784