Browsing Working Papers by Author "Parekh, Jayshree S."
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Language translations in advertising and marketing research: need for recognizing measurement differences
Mehta, Subhash C.; Parekh, Jayshree S. (2010-03-14)This paper reports the findings of an empirical study, designed to test the following four hypotheses: H1 : When consumers rate the same advertisement on two language versions of the same work (adjective), the mean ratings ...