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Journal Articles

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
... understanding of globalization of ambient advertising in both developed and emerging economies. Relationship strength (R) between the product and the customer strengthens ad believability in both developed and emerging economies; while inherent dramatic surprise (I) displays contrasting results for developed...
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