Conceptualizing multicultural advertising effects in the "New" South Africa

Journal of Global Marketing

Volumn 23, Issue 3, 2010, Pages 189-207

  Johnson, Guillaume D ^a   Elliott, Roger M ^b   Grier, Sonya A ^c  

^a UNIVERSITY OF THE WITWATERSRAND   (South Africa)

^b UNIVERSITY OF FORT HARE   (South Africa)

^c AMERICAN UNIVERSITY   (United States)

Author keywords

Advertising effectiveness; Corporate social responsibility; Customer based brand equity; Multicultural marketing; South Africa

Indexed keywords

EID: 77954136661     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911762.2010.487420     Document Type: Article

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