Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory

Journal of Global Marketing

Volumn 22, Issue 3, 2009, Pages 229-245

  Cui, Geng ^a   Yang, Xiaoyan ^b  

^a LINGNAN UNIVERSITY   (Hong Kong)

^b GUANGDONG UNIVERSITY OF FOREIGN STUDIES   (China)

Author keywords

Chinese consumers; Congruency theory; International advertising; Product evaluation; Sex appeals

Indexed keywords

EID: 71049116372     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911760902845031     Document Type: Article

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