.... 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...

... quality Relationship strength SmartPLS Social exchange theory Wang and Olsen (2002) assert that “exporter satisfaction is an important construct that not only indicates export effectiveness but also positively influences the firm’s continued effort in participating in the international trade...