Is it Necessary to Adapt Advertising Appeals for National Audiences in Western Europe?

Author： Hoeken Hans   Starren Marianne   Nickerson Catherine   Crijns Rogier   Brandt Corine van den  

Publisher： Routledge Ltd

ISSN： 1466-4445

Source： Journal of Marketing Communications, Vol.13, Iss.1, 2007-03, pp. : 19-38

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