Value appeals in Chinese television advertising for automobiles : a content analysis
Year of publication: |
2013
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Authors: | Wang, Liyong ; Praet, Carolus L. C. |
Published in: |
The changing roles of advertising : [extended versions of papers presented at the 11th ICORIA (International Conference on Research in Advertising) Stockholm, Sweden in June 2012]. - Wiesbaden : Springer Gabler, ISBN 978-3-658-02364-5. - 2013, p. 245-259
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Subject: | Fernsehwerbung | Television advertising | Interkulturelles Marketing | Cross-cultural marketing | Soziale Werte | Social values | Kfz-Industrie | Automotive industry | China |
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