Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis
Abstract
Previous research has provided limited insight into (1) the cross-national effectiveness of marketing communication aimed at engaging consumers and (2) the moderating role of national characteristics. This study assesses the effectiveness of a cross-national advertising campaign in terms of changing behavioral intentions. The authors examine the moderating effects of country-level indicators representing three institutional pillars (regulative,...
Paper Details
Title
Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis
Published Date
Mar 1, 2014
Volume
22
Issue
1
Pages
77 - 98
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