Comparative advertising effectiveness: A cross-cultural study

Journal of Current Issues and Research in Advertising

Volumn 26, Issue 2, 2004, Pages 67-80

  Shao, Alan T ^a   Bao, Yeqing ^b   Gray, Elizabeth ^c  

^a UNIVERSITY OF NORTH CAROLINA AT CHARLOTTE   (United States)

^b UNIVERSITY OF ALABAMA IN HUNTSVILLE   (United States)

^c UNIVERSITY OF NORTH CAROLINA   (United States)

Author keywords

Attitude toward the ad; Comparative advertising; Low and high context communication cultures; Persuasion effect

Indexed keywords

EID: 33645779260     PISSN: 10641734     EISSN: 21647313     Source Type: Journal    
DOI: 10.1080/10641734.2004.10505165     Document Type: Article

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