Reaching the model minority : ethnic differences in responding to culturally embedded targeted- and non-targeted advertisements
Osei Appiah and Yung-I Liu
| Year of publication: |
2009
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|---|---|
| Authors: | Appiah, Osei ; Liu, Yung-I |
| Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 1139776-7. - Vol. 31.2009, 1, p. 27-41
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| Subject: | Werbung | Advertising | Zielgruppe | Target group | Ethnische Gruppe | Ethnic group | Chinesen | Chinese (People) | Werbepsychologie | Psychology of advertising | USA | United States |
| Extent: | Ill. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003862202