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Keywords: International advertising
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (4): 472–483.
Published: 02 April 2019
... cultures. Alexander Jakubanecs can be contacted at: Alexander.Jakubanecs@snf.no Culture Thailand Individualism-collectivism Advertising context Field-dependence International advertising Marketers have known for a long time that emotions often guide consumer behavior, but not until...
