The cross-cultural effectiveness of openness in advertising for familiar and unfamiliar brands

P. Ketelaar, S. Maesen, L. Linssen, MS Van Gisbergen

Research output: Contribution to journal › Article › Scientific › peer-review

Cite this

@article{20b71c87881f4cafa67e4deeead5a0b1,

title = "The cross-cultural effectiveness of openness in advertising for familiar and unfamiliar brands",

author = "P. Ketelaar and S. Maesen and L. Linssen and {Van Gisbergen}, MS",

year = "2013",

language = "English",

volume = "22",

pages = "5--24",

journal = "Journal of Euromarketing",

issn = "1049-6483",

publisher = "Haworth Press Inc.",

number = "2/3",

}