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 paper › Chapter

Original language	English
Title of host publication	A Handbook of Confucian/Chopsticks Marketing
Editors	Kim-Shyan Fam, Zhilin Yang, Mike Hyman
Place of Publication	New Zealand
Publisher	Asian Business Research Corporation Limited
Pages	51-67
ISBN (Print)	9700473151942
Publication status	Published - 2009

Cite this

@inbook{d0d2d8284f444354bd62f3b174227681,

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

author = "Fang Liu and H. Cheng and Jianyao Li",

year = "2009",

language = "English",

isbn = "9700473151942",

pages = "51--67",

editor = "Kim-Shyan Fam and Zhilin Yang and Mike Hyman",

booktitle = "A Handbook of Confucian/Chopsticks Marketing",

publisher = "Asian Business Research Corporation Limited",

}

TY - CHAP

T1 - Global Personal Values versus a Confucian Value: Consumer Responses to Sex Appeal Advertising in China

AU - Liu, Fang

AU - Cheng, H.

AU - Li, Jianyao

PY - 2009

Y1 - 2009

M3 - Chapter

SN - 9700473151942

SP - 51

EP - 67

BT - A Handbook of Confucian/Chopsticks Marketing

A2 - Fam, Kim-Shyan

A2 - Yang, Zhilin

A2 - Hyman, Mike

PB - Asian Business Research Corporation Limited

CY - New Zealand

ER -