Steenkamp Jan Benedict E

Steenkamp, Jan Benedict E.M., Frenkel ter Hofstede, and Michel Wedel (1999), “A Cross-National Investigation into the Individual and Cultural Antecedents of Consumer Innovativeness,” Journal of Marketing, 63 (April), 5569. Tellis, Gerard J., Rajesh K. Chandy, and Pattana Thaivanich (2000), “Which Ad Works, When, Where, and How Often?

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