The effect of culture on the context of ad pictures and ad persuasion: The role of context-dependent and context-independent thinking

Author： Liang Beichen   Runyan Rodney C.   Fu Wei  

Publisher： Emerald Group Publishing Ltd

ISSN： 0265-1335

Source： International Marketing Review, Vol.28, Iss.4, 2011-07, pp. : 412-434

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Interference of Picture and Brand Name in a Multiple Linkage Ad Context

By Lee Yih Hwai  

Marketing Letters, Vol. 14, Iss. 4, 2003-12 ,pp. : 273-288

Springer Publishing Company

Access to resources Recommend Favorite

The effects of mood, gender, and ad context on type of elaboration and product evaluation

By Sar Sela  

Journal of Marketing Communications, Vol. 19, Iss. 5, 2013-12 ,pp. : 308-323

Routledge Ltd

Access to resources Recommend Favorite

A multidimensional framework for performance evaluation of forecasting models: context-dependent DEA

By Xu B.   Ouenniche J.  

Applied Financial Economics, Vol. 21, Iss. 24, 2011-12 ,pp. : 1873-1890

Routledge Ltd

Access to resources Recommend Favorite

The role of context in assessing international marketing opportunities

By Douglas Susan P.   Craig C. Samuel  

International Marketing Review, Vol. 28, Iss. 2, 2011-04 ,pp. : 150-162

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

The role of resources: micro-firms internationalization in the French context

By Hermel Philippe   Khayat Imane  

Journal of Small Business and Enterprise Development, Vol. 18, Iss. 2, 2011-05 ,pp. : 298-310

Emerald Group Publishing Ltd

Access to resources Recommend Favorite