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Experience the “ambience”: Testing perceptions of ambient advertising innovations between the United States and Indian consumers

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Jun Wu, Anshu Saxena Arora, Amit Arora
Journal: International Journal of Emerging Markets
International Journal of Emerging Markets (2016) 11 (2): 148–174.
https://doi.org/10.1108/IJoEM-11-2013-0204
Published: 18 April 2016
...William Newburry, John R. McIntyre and Wlamir Xavier; Jun Wu; Anshu Saxena Arora; Amit Arora Purpose – Ambient advertising is a unique, intimate and non-traditional form of communication between the product and the consumer; and uses all physical and environmental elements leading to stronger...
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