Brand Communication in a Digitalized World
نویسندگان
چکیده
منابع مشابه
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Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...
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Research Coordinator for Travel Alberta, the nonprofit tourism marketing agency of the province of Alberta, Canada. He holds an M.Sc. in international business. Sanjeev Swami is a doctoral candidate in marketing at the University of British Columbia. For more than twenty-five years, he has conducted research, taught about, written cases, and been involved in managing and advising nonprofit orga...
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ژورنال
عنوان ژورنال: GfK Marketing Intelligence Review
سال: 2017
ISSN: 1865-5866
DOI: 10.1515/gfkmir-2017-0019