The influence of culture on advertising effectiveness in China and the USA: A cross‐cultural study

European Journal of Marketing

Volumn 31, Issue 2, 1997, Pages 134-149

  Zhang, Yong ^a   Neelankavil, James P ^a  

^a HOFSTRA UNIVERSITY   (United States)

Author keywords

Advertising; China; National cultures; USA

Indexed keywords

EID: 85135331026     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090569710157106     Document Type: Article

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