Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals
Kara Chan, Jingyuan Shi, Luisa Agante, Suzanna J. Opree, Thanaseelen Rajasakran
| Year of publication: |
2022
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|---|---|
| Authors: | Chan, Kara ; Shi, Jingyuan ; Agante, Luisa ; Opree, Suzanna J. ; Thanaseelen Rajasakran |
| Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 19.2022, 1, p. 37-51
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| Subject: | dvertising strategy | Communication effectiveness | Regulatory fit model | Hong Kong | Individualism | Collectivism | Hongkong | Werbewirkung | Advertising effects | Soziale Werte | Social values | Individualismus | Kulturelle Identität | Cultural identity | Kollektivismus | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s12208-021-00291-6 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013168359