Cross-national advertising and behavioral intentions: a multilevel analysis

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Date: Spring 2014
From: Journal of International Marketing(Vol. 22, Issue 1)
Publisher: American Marketing Association
Document Type: Report
Length: 33 words

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Abstract :

The effectiveness of a cross-national advertising campaign is examined in terms of changing behavioral intentions. The moderating effects of country-level indicators on the associations between advertising persuasion measures and behavioral intentions are examined.

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Gale Document Number: GALE|A369490380