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Keywords: Advertising
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Journal Articles
Journal:
Baltic Journal of Management
Baltic Journal of Management (2017) 12 (2): 153–170.
Published: 03 April 2017
...Sandra Maria Correia Loureiro; Hans Ruediger Kaufmann Purpose The purpose of this paper is twofold: first, to explore the influence of an individual’s attitude towards advertising and country-of-origin (COO) images (brand origin (BO) and country of manufacture (COM)) on brand equity creation...
Journal Articles
Journal:
Baltic Journal of Management
Baltic Journal of Management (2015) 10 (3): 313–330.
Published: 06 July 2015
...Salman Saleem; Jorma Antero Larimo; Kadi Ummik; Andres Kuusik Purpose – The purpose of this paper is to investigate whether Hofstede’s (2001) cultural framework and the value paradox explain the use of appeals in advertising in Estonia. Design/methodology/approach – Hypotheses are drawn...
