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Published in 2017 at "Journal of Promotion Management"
DOI: 10.1080/10496491.2017.1297979
Abstract: ABSTRACT This study examines whether the use of appeals in advertisements can be attributed to cultural practices or values. A convenience sample and a survey method were used to collect data from professionals and students…
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Keywords:
paradox advertising;
finland;
advertising evidence;
finland cultural ... See more keywords