Sex Appeal, Spokesperson's Trustworthiness, and Brand Attitude: A Study on Confucianism and Sex Appeal in Advertising in China

Research output: Chapter in Book/Conference paperChapter

Original languageEnglish
Title of host publicationAdvertising and Chinese Society. Impacts and Issues
EditorsHong Cheng, Kara Chan
Place of PublicationDenmark
PublisherCopenhagen Business School Press
Pages161-174
ISBN (Print)9788763002271
Publication statusPublished - 2009

Cite this

Liu, F. (2009). Sex Appeal, Spokesperson's Trustworthiness, and Brand Attitude: A Study on Confucianism and Sex Appeal in Advertising in China. In H. Cheng, & K. Chan (Eds.), Advertising and Chinese Society. Impacts and Issues (pp. 161-174). Denmark: Copenhagen Business School Press.
Liu, Fang. / Sex Appeal, Spokesperson's Trustworthiness, and Brand Attitude: A Study on Confucianism and Sex Appeal in Advertising in China. Advertising and Chinese Society. Impacts and Issues. editor / Hong Cheng ; Kara Chan. Denmark : Copenhagen Business School Press, 2009. pp. 161-174
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author = "Fang Liu",
year = "2009",
language = "English",
isbn = "9788763002271",
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editor = "Hong Cheng and Kara Chan",
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Liu, F 2009, Sex Appeal, Spokesperson's Trustworthiness, and Brand Attitude: A Study on Confucianism and Sex Appeal in Advertising in China. in H Cheng & K Chan (eds), Advertising and Chinese Society. Impacts and Issues. Copenhagen Business School Press, Denmark, pp. 161-174.

Sex Appeal, Spokesperson's Trustworthiness, and Brand Attitude: A Study on Confucianism and Sex Appeal in Advertising in China. / Liu, Fang.

Advertising and Chinese Society. Impacts and Issues. ed. / Hong Cheng; Kara Chan. Denmark : Copenhagen Business School Press, 2009. p. 161-174.

Research output: Chapter in Book/Conference paperChapter

TY - CHAP

T1 - Sex Appeal, Spokesperson's Trustworthiness, and Brand Attitude: A Study on Confucianism and Sex Appeal in Advertising in China

AU - Liu, Fang

PY - 2009

Y1 - 2009

M3 - Chapter

SN - 9788763002271

SP - 161

EP - 174

BT - Advertising and Chinese Society. Impacts and Issues

A2 - Cheng, Hong

A2 - Chan, Kara

PB - Copenhagen Business School Press

CY - Denmark

ER -

Liu F. Sex Appeal, Spokesperson's Trustworthiness, and Brand Attitude: A Study on Confucianism and Sex Appeal in Advertising in China. In Cheng H, Chan K, editors, Advertising and Chinese Society. Impacts and Issues. Denmark: Copenhagen Business School Press. 2009. p. 161-174