Work

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Year: 2022

Type: article

Source: International Marketing Review

DOI: 10.1108/imr-10-2021-0291

Authors: Felix Septianto, Arnold Japutra, Billy Sung, Yuri Seo

Institutions: The University of Queensland, The University of Western Australia, Curtin University, University of Auckland

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: W4223476830

FWCI: 3.597

Cites: 74

Cited by: 23

Related to: 10