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 paperChapterpeer-review

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

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