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The effect of agency creativity on campaign outcomes : the moderating role of market conditions
Li, Hairong; Dou, Wenyu; Wang, Guangping; Zhou, Nan - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 109-120
Persistent link: https://www.econbiz.de/10003808351
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Advertiser risk taking, campaign originality, and campaign performance
Wang, Guangping; Dou, Wenyu; Li, Hairong; Zhou, Nan - In: Journal of advertising : official publication of the … 42 (2013) 1, pp. 42-53
Persistent link: https://www.econbiz.de/10009738747
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The Effect of Agency Creativity on Campaign Outcomes: The Moderating Role of Market Conditions
Li, Hairong; Dou, Wenyu; Wang, Guangping; Zhou, Nan - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 109-120
Persistent link: https://www.econbiz.de/10008167907
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Long-Term Effects of Television Advertising on Sales of Consumer Durables and Nondurables - The Case of China
Zhou, Nan; Zhou, Dongsheng; Ouyang, Ming - In: Journal of advertising : official publication of the … 32 (2003) 2, pp. 45-54
Persistent link: https://www.econbiz.de/10008118196
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Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers
Dou, Wenyu; Wang, Guangping; Zhou, Nan - In: Journal of advertising : official publication of the … 35 (2006) 2, pp. 101-110
Persistent link: https://www.econbiz.de/10008126614
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CHINESE CONSUMER READINGS OF GLOBAL AND LOCAL ADVERTISING APPEALS
Zhou, Nan; Belk, Russell W. - In: Journal of advertising : official publication of the … 33 (2004) 3, pp. 63-76
Persistent link: https://www.econbiz.de/10008128156