Towards the development of a scalar equivalent ETIC multicultural advertising response scale (MARS)

Michael Thomas Ewing, Albert Carauna, Andy Teo

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

Original languageEnglish
Title of host publicationNew directions in international advertising research
EditorsCharles R Taylor
Place of PublicationOxford UK
Pages25 - 41
Number of pages17
ISBN (Print)0-7623-0950-4
Publication statusPublished - 2002

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