The persuasiveness of individualistic and collectivistic advertising appeals among Chinese Generation-X-consumers
Year of publication: |
2010
|
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Authors: | Zhang, Jing |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 39.2010, 3, p. 69-80
|
Subject: | Werbung | Advertising | Individualismus | Individualism | Kollektivismus | Collectivism | Werbewirkung | Advertising effects | Zielgruppe | Target group | Altersgruppe | Age group | China |
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