Understanding the impact of visual image and communication style on consumers’ response to sport advertising and brand : a cross-cultural comparison
In communicating with international markets, one of the key issues is culture. In particular, visual and communication convention are substantial cultural elements, which influence advertising effects. Prior literature suggests that visual and communication culture are different between Western and...
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| Format: | Others |
| Language: | English |
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2010
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| Online Access: | http://hdl.handle.net/2152/ETD-UT-2010-08-1829 |