Exploring cultural context congruency in television: a conceptual framework for assessing the impact of media context on advertising effectiveness in an emerging market
Grant, Claire, Bailey, Arlene, Ogbuehi, AlphonsoVolume:
9
Year:
2017
Journal:
International Journal of Business and Emerging Markets
DOI:
10.1504/ijbem.2017.083354
File:
PDF, 273 KB
2017