Culture and the Star-Power Strategy: Comparing American and Korean Response to Celebrity-Endorsed Advertising
Author:
Affiliation:
1. Stan Richards School of Advertising and PR, University of Texas at Austin, Austin, TX, USA
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/08911762.2016.1242681
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1. Disparities in the moral intuitions of criminal offenders: The role of psychopathy
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5. Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials
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