Culturally incongruent messages in international advertising
Year of publication: |
2012
|
---|---|
Authors: | Cui, Geng ; Yang, Xiaoyan ; Wang, Haizhong ; Liu, Hongyan |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 31.2012, 2, p. 355-376
|
Subject: | Internationales Marketing | International marketing | Werbeplanung | Advertising planning | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity |
-
Went, Thomas, (2000)
-
Kalliny, Morris, (2005)
-
Deleersnyder, Barbara, (2007)
- More ...
-
Cui, Geng, (2013)
-
Culturally incongruent messages in international advertising
Cui, Geng, (2012)
-
Cui, Geng, (2013)
- More ...