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Product placement by global brands as an alternative strategy : is it worth in emerging market?
Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156
Persistent link: https://www.econbiz.de/10011305971
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The effectiveness of openness in advertising for familiar and unfamiliar brands across different nationalities
Ketelaar, Paul E.; Maesen, Stijn; Linssen, Lisbeth; … - In: Journal of euromarketing 22 (2013) 1/2, pp. 5-23
Persistent link: https://www.econbiz.de/10010127921
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Brand name and ethnicity of endorser in luxury goods : does a glocalization strategy work in China?
Kim, Sojung; Luk, Ka Yi; Xia, Binfang; Xu, Nan; Yin, Xinzhu - In: International journal of advertising : the review of … 39 (2020) 6, pp. 824-842
Persistent link: https://www.econbiz.de/10012260278
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The influence of advertisement repetition on price image in the context of higher education services
Silva, Thayse Schneider da; Perin, Marcelo Gattermann; … - In: Journal of revenue and pricing management 18 (2019) 4, pp. 342-352
Persistent link: https://www.econbiz.de/10012056883
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The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of international business studies : JIBS ; an … 48 (2017) 8, pp. 1009-1022
Persistent link: https://www.econbiz.de/10011779151
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Leveraging luxury brands purchase intention through cultural congruent assertive advertising : a cross-cultural experimental evidence from Malaysia and Pakistan
Raza, Syed Hassan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 1, pp. 138-165
understanding this phenomenon that how presentation and message manifested with cultural orientation in luxury brand advertisement … advertisement is an effective strategy for luxury brand promotion in emerging markets. The study has employed a quasi …-experimental survey using luxury brand advertisement manifesting assertiveness appeal. Data was collected from 340 individuals of Pakistan …
Persistent link: https://www.econbiz.de/10012507118
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Joint advertising : the impact of domestic, foreign, and global partners on cognitive fit
Bauer, Brittney C.; Johnson, Clark D. - In: International marketing review 41 (2024) 3/4, pp. 767-805
Persistent link: https://www.econbiz.de/10015057133
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Wie kann eine Marke in der interkulturellen Werbekommunikation an Attraktivität gewinnen? : am Beispiel der VR China
Shan, Jiening - 2011
Persistent link: https://www.econbiz.de/10009685548
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Effect of celebrity endorsement in advertising activities by product type
Karasiewicz, Grzegorz; Kowalczuk, Martyna - In: International journal of management and economics 44 (2014), pp. 76-93
Persistent link: https://www.econbiz.de/10011417546
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Brand naming : sound symbolism, brand preference and brand performance
Duduciuc, Alina; Ivan, Loredana - In: Studies and scientific researches / Economics edition / … 20 (2014), pp. 169-176
Persistent link: https://www.econbiz.de/10011339605