Effects of culture-congruent visuals on affect, perception and purchase intention : a comparison of US and Chinese viewers
Shuhua Zhou; Jie Xu; Yinjiao Ye; Peiqin Zhou
| Year of publication: |
2010
|
|---|---|
| Authors: | Zhou, Shuhua ; Xu, Jie ; Ye, Yinjiao ; Zhou, Peiqin |
| Published in: |
The interface of business and culture. - Frankfurt am Main : Lang, ISBN 978-3-631-56339-7. - 2010, p. 429-445
|
| Subject: | Fernsehwerbung | Television advertising | Mediennutzung | Media usage | Kultur | Culture | Vergleich | Comparison | China | USA | United States |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003969699