Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea

International Marketing Review

Volumn 22, Issue 1, 2005, Pages 48-66

  Moon, Young Sook ^a   Chan, Kara ^b  

^a Hanyang University   (South Korea)

^b HONG KONG BAPTIST UNIVERSITY   (Hong Kong)

Author keywords

Advertising; Hong Kong; National cultures; South Korea

Indexed keywords

EID: 18844413784     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651330510581172     Document Type: Article

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