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Cultural differences in imagery generation : the influence of abstract versus concrete thinking
Liang, Beichen; Kale, Sudhir H. - In: Journal of business research : JBR 65 (2012) 3, pp. 333-339
Persistent link: https://www.econbiz.de/10009507200
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Cultural differences in imagery generation: The influence of abstract versus concrete thinking
Liang, Beichen; Kale, Sudhir H. - In: Journal of Business Research 65 (2012) 3, pp. 333-339
Past research suggests that concrete ad stimuli generate more imagery than abstract stimuli. However, this finding may not be culturally universal. Our research suggests that East Asians tend to generate more imagery than Westerners when exposed to abstract advertising messages, but these...
Persistent link: https://www.econbiz.de/10010573716
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Cultural differences in imagery generation: The influence of abstract versus concrete thinking
Liang, Beichen; Kale, Sudhir H. - In: Journal of business research : JBR 65 (2012) 3, pp. 333-340
Persistent link: https://www.econbiz.de/10009819643
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AMERICAN AND CHINESE THINKING STYLES: ATTITUDE EFFECTS ON HOLISTIC AND ATTRIBUTE ADS
Liang, Beichen; Cherian, Joseph - In: Organizations and Markets in Emerging Economies 5 (2014) 1
Persistent link: https://www.econbiz.de/10010861674
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Cross-Cultural Differences in the Effects of Abstract and Concrete Thinking on Imagery Generation and Ad Persuasion
Liang, Beichen; Cherian, Joseph - In: Journal of international consumer marketing 22 (2010) 2, pp. 187-199
Persistent link: https://www.econbiz.de/10008394206
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Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions
Liang, Beichen; Cherian, Joseph; Fu, Wei - In: The journal of product & brand management 19 (2010) 2, pp. 85-94
Persistent link: https://www.econbiz.de/10008406320
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Cross-cultural study of channel relationship factors : antecedents of satisfaction in a retail setting ; a commentary essay
Kale, Sudhir H. - In: Journal of business research : JBR 63 (2010) 4, pp. 439-441
Persistent link: https://www.econbiz.de/10003962314
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Impact of market characteristics on producer-distributor relationships
Kale, Sudhir H. - 2012
Persistent link: https://www.econbiz.de/10009628635
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Culture-specific marketing communications : an analytical approach
Kale, Sudhir H. - 2008
Persistent link: https://www.econbiz.de/10003657618
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Grouping Euroconsumers : a culture-based clustering approach
Kale, Sudhir H. - 2006
Persistent link: https://www.econbiz.de/10003410964