Advertising in Emerging and Developing Markets: The Role of Experiential and Functional Routes of Persuasion

Lia Zarantonello, BH Schmitt, K Jedidi

Research output: Contribution to conferencePaper

Original languageEnglish
Publication statusPublished - 2012
Event11th International Conference on Research in Advertising - Stockholm, Sweden
Duration: 28 Jun 201230 Jun 2012

Conference

Conference11th International Conference on Research in Advertising
CountrySweden
CityStockholm
Period28/06/1230/06/12

Cite this

Zarantonello, L., Schmitt, BH., & Jedidi, K. (2012). Advertising in Emerging and Developing Markets: The Role of Experiential and Functional Routes of Persuasion. Paper presented at 11th International Conference on Research in Advertising, Stockholm, Sweden.