How to advertise and build brand knowledge globally? Comparing television advertising appeals across developed and emerging economies

Lia Zarantonello, Bernd H. Schmitt, Kamel Jedidi

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)

Abstract

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.
Original languageEnglish
Pages (from-to)420-434
Number of pages15
JournalJournal of Advertising Research
Volume54
Issue number4
DOIs
Publication statusPublished - 1 Dec 2014

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