On the cross-national generalisability and equivalence of advertising response scales developed in the USA

In this rapidly globalising world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important.

On the crossnational generalisability and equivalence of advertising response scales developed in the USA

Michael T. EwingMonash University, Australia

Albert CaruanaUniversity of Malta

and

George M. ZinkhanUniversity of Georgia, USA

The continuing progression...

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