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Werbewirkung
Consumer behaviour
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International marketing
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Internationales Marketing
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Brand image
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Designation of origin
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Kulturelle Identität
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Personality psychology
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Multinationales Unternehmen
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Expatriate assignment
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Gelbrich, Katja
2
Gäthke, Daniel
2
Westjohn, Stanford A.
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Zdravkovic, Srdan
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Choi, Yung Kyun
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Milakovic, Ivana Kursan
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International journal of advertising : the quarterly review of marketing communications
1
International journal of advertising : the review of marketing communications
1
Journal of euromarketing
1
Journal of promotion management : JPM
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ECONIS (ZBW)
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Enhancing brand image via sponsorship : strength of association effects
Zdravkovic, Srdan
;
Till, Brian
- In:
International journal of advertising : the quarterly …
31
(
2012
)
1
,
pp. 113-132
Persistent link: https://www.econbiz.de/10009510690
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2
Comedic violence in advertising : cultural third-person effects among U.S., Korean, and Croatian consumers
Yoon, Hye Jin
;
Yoon, Sukki
;
Zdravkovic, Srdan
; …
- In:
International journal of advertising : the review of …
40
(
2021
)
7
,
pp. 1047-1072
Persistent link: https://www.econbiz.de/10012650622
Saved in:
3
Anthropomorphism and allegory in advertising across cultures : effects on memory and persuasion
Gelbrich, Katja
;
Gäthke, Daniel
;
Westjohn, Stanford A.
- In:
Journal of euromarketing
21
(
2012
)
4
,
pp. 174-192
Persistent link: https://www.econbiz.de/10009755856
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4
Effectiveness of absurdity in advertising across cultures
Gelbrich, Katja
;
Gäthke, Daniel
;
Westjohn, Stanford A.
- In:
Journal of promotion management : JPM
18
(
2012
)
4
,
pp. 393-413
Persistent link: https://www.econbiz.de/10009678855
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