Global advertising strategy: The moderating role of brand familiarity and execution style

International Marketing Review

Volumn 19, Issue 2, 2002, Pages 176-189

  Pae, Jae H ^a   Samiee, Saeed ^b   Tai, Susan ^a  

^a HONG KONG POLYTECHNIC UNIVERSITY   (Hong Kong)

^b UNIVERSITY OF TULSA   (United States)

Author keywords

Advertising; Brand awareness; Strategy

Indexed keywords

EID: 0442263349     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330210425024     Document Type: Article

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