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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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Condoms and bananas : shock advertising explained through congruence theory
Lee, Michael S. W.; Septianto, Felix; Frethey-Bentham, … - In: Journal of retailing and consumer services 57 (2020), pp. 1-11
Persistent link: https://www.econbiz.de/10012305892