Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets

International Journal of Research in Marketing

Volumn 30, Issue 1, 2013, Pages 46-56

  Zarantonello, Lia ^a   Jedidi, Kamel ^b   Schmitt, Bernd H ^b,c  

^a CNRS   (France)

^b Columbia University ^*  (United States)

^c NANYANG TECHNOLOGICAL UNIVERSITY   (Singapore)

Author keywords

Advertising appeals; Developed markets; Emerging markets; Experiential marketing; Functional marketing; Materialist; Postmaterialist

Indexed keywords

EID: 84873193989     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2012.09.001     Document Type: Article

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