Mikhailitchenko, Andrey; Javalgi, Rajshekhar (Raj) G.; … - In: Journal of Business Research 62 (2009) 10, pp. 931-938
The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments -- the U.S. and Russia. The paper consists of...