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Do the Little Emperors Rule? Comparing Informativeness and Appeal Types in Chinese, American, and French Magazine Advertising

Zheng, Lu; Phelps, Joseph E.; Pasadeos, Yorgo; Zhou, Shuhua - In: Cross-cultural buyer behavior, (pp. 159-177). 2007

This study compares the informativeness and the appeals used in magazine advertising in China with those used in France and in the United States. It provides international marketers with a snapshot of current magazine advertising tactics and provides scholars with an assessment of how...

Persistent link: https://www.econbiz.de/10015384335