Work

Understanding the Impact of Matchup between Country-of-Origin Facets and Country Stereotypes on Advertising Effectiveness

Year: 2016

Type: article

Source: Journal of Global Marketing

DOI: 10.1080/08911762.2016.1185561

Authors: Linwan Wu, Ilyoung Ju, Naa Amponsah Dodoo

Institution: University of Florida

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2492698148

FWCI: 4.163

Cites: 77

Cited by: 17

Related to: 10