Chan, Fanny Fong Yee; Petrovici, Dan; Lowe, Ben - In: International Marketing Review 33 (2016) 1, pp. 5-24
Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and...
