Responses of Chinese consumers to sex appeals in international advertising : a test of congruency theory
Year of publication: |
2009
|
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Authors: | Cui, Geng ; Yang, Xiaoyan |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 22.2009, 3, p. 229-245
|
Subject: | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Sexualität | Sexuality | Konsumentenverhalten | Consumer behaviour | China |
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