Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers

Autor:	Ben Yahia, Karim, Touiti, Soukeina, Touzani, Mourad
Zdroj:	Journal of Marketing and Consumer Behaviour in Emerging Markets. 3(1):20-33
Databáze:	Central and Eastern European Online Library (CEEOL)
Externí odkaz:	https://www.ceeol.com/search/article-detail?id=706579 Zobrazit plný text záznamu