Cross-national differences in consumer response to the framing of advertising messages: An exploratory comparison from Central Europe

Author： Orth Ulrich R. Koenig Harold F. Firbasova Zuzana

Publisher： Emerald Group Publishing Ltd

ISSN： 0309-0566

Source： European Journal of Marketing, Vol.41, Iss.3-4, 2007-04, pp. : 327-348

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