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Effects of culturally verbal and visual congruency/incongruency across cultures in a competitive advertising context
Teng, Lefa; Ye, Nan; Yu, Ying; Wu, Xiaochuang - In: Journal of business research : JBR 67 (2014) 3, pp. 288-294
Persistent link: https://www.econbiz.de/10010245269
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Consumers' reaction to global versus local advertising appeals : a test of culturally incongruent images in China
Zhou, Lianxi; Poon, Patrick; Wang, Haizhong - In: Journal of business research : JBR 68 (2015) 3, pp. 561-568
Persistent link: https://www.econbiz.de/10010496178
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Exploring the effectiveness of foreign brand communication : consumer culture ad imagery and brand schema incongruity
Halkias, Georgios; Micevski, Milena; Diamantopoulos, … - In: Journal of business research : JBR 80 (2017), pp. 210-217
Persistent link: https://www.econbiz.de/10011771499
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Is Multi-Ethnic Advertising a globally viable strategy for a Western luxury car brand? : a mixed-method cross-cultural study
Strebinger, Andreas; Guo, Xiaoling; Klauser, Ferdinand; … - In: Journal of business research : JBR 82 (2018), pp. 409-416
Persistent link: https://www.econbiz.de/10011771940
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Special issue : Cross-cultural business research
Huff, Lenard C. (contributor) - 2008
Persistent link: https://www.econbiz.de/10003716936
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Review and future directions of cross-cultural consumer services research
Zhang, Jingyun; Beatty, Sharon E.; Walsh, Gianfranco - In: Journal of business research : JBR 61 (2008) 3, pp. 211-224
Persistent link: https://www.econbiz.de/10003717187
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Special issue: Impact of culture on marketing strategy
Laroche, Michel (contributor) - 2009
Persistent link: https://www.econbiz.de/10003887508
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Cross-cultural advertising communication : visual imagery, brand familiarity, and brand recall
Mikhailitchenko, Andrey; Javalgi, Rajshekhar G.; … - In: Journal of business research : JBR 62 (2009) 10, pp. 931-938
Persistent link: https://www.econbiz.de/10003887557
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Corporate philantropy, attitude towards corporations, and purchase intentions : a South Korea study
Lee, Hanjoon; Park, TaeKyu; Moon, Hyoung Koo; Yang, YongHee - In: Journal of business research : JBR 62 (2009) 10, pp. 939-946
Persistent link: https://www.econbiz.de/10003887569
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Consumer revenge behavior : a cross-cultural perspective
Zourrig, Haithem; Chebat, Jean-Charles; Toffoli, Roy - In: Journal of business research : JBR 62 (2009) 10, pp. 995-1001
Persistent link: https://www.econbiz.de/10003887612