Publication
Title
Advertising adaptation versus standardization effectiveness in open and closed markets
Author
Rajabi, Mahdi
Dens, Nathalie
De Pelsmacker, Patrick
Language
English
Source (book)
Advances in advertising research (vol. 5) : extending the boundaries of advertising / Banks, Ivana Buljeta [edit.]; Pelsmacker, De, Patrick [edit.]; Okazaki, Shintaro [edit.]
Source (series)
European Advertising Academy ; 5
Publication
Berlin
:
Springer
,
2015
ISBN
978-3-658-08132-4
DOI
10.1007/978-3-658-08132-4_13
Volume/pages
p. 177-190
ISI
000380324900013
Full text (Publisher's DOI)
https://doi.org/10.1007/978-3-658-08132-4_13
UAntwerpen
Faculty/Department
Faculty of Business and Economics
Research group
Marketing
Publication type
H1 Book chapter
Subject
Economics
Affiliation
Publications with a UAntwerp address
External links
Web of Science
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Record
Identifier
Creation
04.02.2015
Last edited
09.10.2023
To cite this reference
https://hdl.handle.net/10067/1226780151162165141