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 journalArticleScientificpeer-review

Original languageEnglish
Pages (from-to)5-24
Number of pages20
JournalJournal of Euromarketing
Volume22
Issue number2/3
Publication statusPublished - 2013

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 = "Taylor & Francis",
number = "2/3",

}

The cross-cultural effectiveness of openness in advertising for familiar and unfamiliar brands. / Ketelaar, P.; Maesen, S.; Linssen, L.; Van Gisbergen, MS.

In: Journal of Euromarketing, Vol. 22, No. 2/3, 2013, p. 5-24.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - The cross-cultural effectiveness of openness in advertising for familiar and unfamiliar brands

AU - Ketelaar, P.

AU - Maesen, S.

AU - Linssen, L.

AU - Van Gisbergen, MS

PY - 2013

Y1 - 2013

M3 - Article

VL - 22

SP - 5

EP - 24

JO - Journal of Euromarketing

JF - Journal of Euromarketing

SN - 1049-6483

IS - 2/3

ER -