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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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Digging for "Spanish gold"
Cano, Cynthia Rodriguez; Ortinau, David J. - In: Journal of advertising research 52 (2012) 3, pp. 322-332
Persistent link: https://www.econbiz.de/10009663640
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Brand growth at Mars Inc. : how the global marketer embraced Ehrenberg's science with creativity
Kennedy, Rachel; McColl, Bruce - In: Journal of advertising research 52 (2012) 2, pp. 270-276
Persistent link: https://www.econbiz.de/10009618388
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The tension between strategy and execution : challenges for international advertising research : globalization is much more than universal branding
Ford, John B.; Mueller, Barbara; Taylor, Charles Raymond; … - In: Journal of advertising research 51 (2011), pp. 27-41
Persistent link: https://www.econbiz.de/10009127019
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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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The impact of celebrity-product incongruence on the effectiveness of product endorsement
Lee, Jung-gyo; Thorson, Esther - In: Journal of advertising research 48 (2008) 3, pp. 433-449
Persistent link: https://www.econbiz.de/10003768851
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Endorsement theory : how consumers relate to celebrity models
Marshall, Roger; Na, Woonbong; State, Gabriel; Deuskar, … - In: Journal of advertising research 48 (2008) 4, pp. 564-572
Persistent link: https://www.econbiz.de/10003797982
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What's up? : exploring upper and lower visual field advertising effects
Goodrich, Kendall - In: Journal of advertising research 50 (2010) 1, pp. 91-106
Persistent link: https://www.econbiz.de/10003971439
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The effects of visual enhancement on attribute/benefit desirability and brand perception measures : implications for reliability and validity
Clancy, Kevin J.; Rabino, Samuel - In: Journal of advertising research 47 (2007) 1, pp. 95-102
Persistent link: https://www.econbiz.de/10003609584
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Does flow influence the brand image in event marketing?
Drengner, Jan; Gaus, Hansjoerg; Jahn, Steffen - In: Journal of advertising research 48 (2008) 1, pp. 138-147
Persistent link: https://www.econbiz.de/10003689051