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Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
(Journal of Business Research, 2019-06)
Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. ...
Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
(Springer, 2019)
This paper investigates country-of-origin (CO) effects as they relate to celebrity
endorsements. Across multiple studies in emerging markets, the authors show
that consumers’ evaluations depend on the match between (1) ...