The role of national culture in advertising's sensitivity to business cycles: An investigation across continents

Journal of Marketing Research

Volumn 46, Issue 5, 2009, Pages 623-636

  Deleersnyder, Barbara ^a   Dekimpe, Marnik G ^a   Steenkamp, Jan Benedict E M ^b   Leeflang, Peter S H ^c  

^a TILBURG UNIVERSITY   (Netherlands)

^b UNIVERSITY OF NORTH CAROLINA   (United States)

^c UNIVERSITY OF GRONINGEN   (Netherlands)

Author keywords

Advertising; Business cycle; International marketing; National culture; Stock price performance; Time series econometrics

Indexed keywords

EID: 68549087470     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.46.5.623     Document Type: Article

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