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A Model of Advertising Standardization in Multinational Corporations

Laroche, Michel; Kirpalani, V H; Pons, Frank; Zhou, Lianxi - In: Journal of International Business Studies 32 (2001) 2, pp. 249-266

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited...

Persistent link: https://www.econbiz.de/10005091889

ARTICLES - A Model of Advertising Standardization in Multinational Corporations

Laroche, Michel; Kirpalani, V.H.; Pons, Frank; Zhou, Lianxi - In: Journal of international business studies : JIBS ; a … 32 (2001) 2, pp. 249-266

Persistent link: https://www.econbiz.de/10005892799

A test of the effects of competition on consumer brand selection processes

Laroche, Michel - In: Journal of business research : JBR 31 (1994) 2, pp. 171-181

Persistent link: https://www.econbiz.de/10001171342

Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context

Laroche, Michel; Kim, Chankon; Zhou, Lianxi - In: Journal of business research : JBR 37 (1996) 2, pp. 115-120

Persistent link: https://www.econbiz.de/10006739499

A Test of the Effects of Competition on Consumer Brand Selection Processes

Laroche, Michel; Hui, Michael; Zhou, Lianxi - In: Journal of business research : JBR 31 (1994) 2-3, pp. 171-182

Persistent link: https://www.econbiz.de/10006744753

Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context

Laroche, Michel; Kim, Chankon; Zhou, Lianxi - In: Journal of Business Research 37 (1996) 2, pp. 115-120

Persistent link: https://www.econbiz.de/10005477556

A test of the effects of competition on consumer brand selection processes

Laroche, Michel; Hui, Michael; Zhou, Lianxi - In: Journal of Business Research 31 (1994) 2-3, pp. 171-181

Persistent link: https://www.econbiz.de/10005477687