Understanding celebrity endorsers in cross-cultural contexts: A content analysis of south korean and us newspaper advertising

Asian Journal of Communication

Volumn 15, Issue 2, 2005, Pages 133-153

  Paek, Hye Jin ^a  

^a NONE   (United States)

Author keywords

Celebrity endorser advertising strategy; Cultural meaning transfer; Cultural values; International advertising

Indexed keywords

EID: 39049138080     PISSN: 01292986     EISSN: 17420911     Source Type: Journal    
DOI: 10.1080/01292980500118292     Document Type: Article

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