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Une comparaison des jugements de publicités par les consommateurs Italiens et Français : une explication par les variables d'exécution publicitaire

Author

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  • Jean-Marc Decaudin

    (M&CN - Marketing & Communication Networks - Toulouse Business School)

  • Meriem Mengi Elayoubi

    (CREG - Centre de recherche et d'études en gestion - UPPA - Université de Pau et des Pays de l'Adour)

Abstract

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Suggested Citation

  • Jean-Marc Decaudin & Meriem Mengi Elayoubi, 2010. "Une comparaison des jugements de publicités par les consommateurs Italiens et Français : une explication par les variables d'exécution publicitaire," Post-Print hal-02101564, HAL.
    • Handle: RePEc:hal:journl:hal-02101564
    Note: View the original document on HAL open archive server: https://hal.science/hal-02101564
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    References listed on IDEAS

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    1. repec:dau:papers:123456789/654 is not listed on IDEAS
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    3. Bernard Pras & Yves Evrard & Elyette Roux, 2003. "Market : études et recherches en marketing - Fondements, méthodes," Post-Print halshs-00150660, HAL.
    4. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    5. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. "Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 365-381, March.
    6. Stewart, David W. & Furse, David H., 2000. "Analysis of the Impact of Executional Factors on Advertising Performance," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 85-88, December.
    7. D. Mendel, 1991. "Comparaison des cultures allemande et française et implications marketing," Post-Print hal-02014498, HAL.
    8. Edell, Julie A & Burke, Marian Chapman, 1987. "The Power of Feelings in Understanding Advertising Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 421-433, December.
    9. Olney, Thomas J & Holbrook, Morris B & Batra, Rajeev, 1991. "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 440-453, March.
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