Cultural values in advertisements to the Chinese x-generation : promoting modernity and individualism
Year of publication: |
2009
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Authors: | Zhang, Jing ; Shavitt, Sharon |
Published in: |
Cross-cultural and critical perspectives on brands. - London [u.a.] : Routledge. - 2009, p. 362-381
|
Subject: | Werbung | Advertising | Kulturelle Identität | Cultural identity | Werbewirkung | Advertising effects | Zielgruppe | Target group | China |
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