When East meets West: The effect of cultural tone congruity in ad music and message on consumer ad memory and attitude
| Year of publication: |
2006
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| Authors: | Shen, Yung-Cheng ; Chen, Ting-Chen |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Henley-on-Thames [u.a.] : World Advertising Research Center, ISSN 0261-9903, ZDB-ID 832054. - Vol. 25.2006, 1, p. 51-70
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