The effect of culture on the context of ad pictures and ad persuasion : the role of context-dependent and context-independent thinking
Year of publication: |
2011
|
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Authors: | Liang, Beichen ; Runyan, Rodney C. ; Fu, Wei |
Published in: |
International marketing review. - Bingley : Emerald Publishing Limited, ISSN 0265-1335, ZDB-ID 859767-4. - Vol. 28.2011, 4, p. 412-434
|
Subject: | Werbung | Advertising | Werbewirkung | Advertising effects | Kulturelle Identität | Cultural identity | Vergleich | Comparison | USA | United States | China |
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