Michael A. Merz, Ph.D.
Affiliations: | 2008 | University of Hawai'i at Manoa, Honolulu, HI |
Area:
Marketing Business AdministrationGoogle:
"Michael Merz"Parents
Sign in to add mentorDana L. Alden | grad student | 2008 | University of Hawai'i at Manoa | |
(Affect transfer from multiple product categories: The case of comparative brand extension advertising and the moderating role of self -construal.) |
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Publications
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He Y, Merz MA, Alden DL. (2008) Diffusion of Measurement Invariance Assessment in Cross-National Empirical Marketing Research: Perspectives from the Literature and a Survey of Researchers Journal of International Marketing. 16: 64-83 |
Merz MA, He Y, Alden DL. (2008) A categorization approach to analyzing the global consumer culture debate International Marketing Review. 25: 166-182 |