Culture and the star-power strategy : comparing American and Korean response to celebrity-endorsed advertising
Year of publication: |
2017
|
---|---|
Authors: | Choi, Jin-A. ; Lewis, Robert |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 30.2017, 1, p. 3-11
|
Subject: | Celebrity endorsement | culture | advertising | moral psychology | Südkorea | South Korea | Celebrity-Werbung | Werbung | Advertising | Kulturelle Identität | Cultural identity | Vergleich | Comparison | Werbewirkung | Advertising effects | Kultur | Culture | Ethik | Ethics | Werbepsychologie | Psychology of advertising |
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