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Keywords: Prodigious execution
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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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International Journal of Emerging Markets (2016) 11 (2): 148–174.
Published: 18 April 2016
.... the USA) vs emerging economies (e.g. India). Design/methodology/approach – The research proposes relationship strength (R)-inherent drama (I)-prodigious execution (P) or R-I-P conceptual framework to measure ambient advertising and delves into the R-I-P constructs of ambient advertising...
