Global Personal Values versus a Confucian Value: Consumer Responses to Sex Appeal Advertising in China

Fang Liu, H. Cheng, Jianyao Li

Research output: Chapter in Book/Conference paperChapter

Original languageEnglish
Title of host publicationA Handbook of Confucian/Chopsticks Marketing
EditorsKim-Shyan Fam, Zhilin Yang, Mike Hyman
Place of PublicationNew Zealand
PublisherAsian Business Research Corporation Limited
ISBN (Print)9700473151942
Publication statusPublished - 2009

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