Role of variability in cultural dimensions across generations in the context of CSR advertising in an East Asian market
Year of publication: |
2019
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Authors: | Lee, Yoon-Joo ; Haley, Eric John |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 1, p. 116-138
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Subject: | advertising appeals | biculturalism | Corporate social responsibility (CSR) advertising | generation | Korean consumers | Corporate Social Responsibility | Corporate social responsibility | Werbung | Advertising | Südkorea | South Korea | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Ostasien | East Asia |
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