Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall

Journal of Business Research

Volumn 62, Issue 10, 2009, Pages 931-938

  Mikhailitchenko, Andrey ^a   Mikhailitchenko, Galina ^c   Laroche, Michel ^d  

^a CALIFORNIA STATE UNIVERSITY   (United States)

^b Raj) G   (United States)

^c INSTITUTE OF BIOMEDICAL CHEMISTRY   (Russian Federation)

^d John Molson School of Business   (Canada)

Author keywords

Advertising; Brand familiarity; Brand recall; Cross cultural; Imagery

Indexed keywords

EID: 67649566138     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2007.11.019     Document Type: Article

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