Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions
Year of publication: |
1996
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Authors: | Zhang, Yong ; Gelb, Betsy D. |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa : Taylor & Francis, ISSN 0091-3367, ZDB-ID 4351927. - Vol. 25.1996, 3, p. 29-46
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