KOREASCHOLAR

ON THE INFLUENCE OF MODEL ETHNICITY IN POTENTIALLY OFFENSIVE CROSS-CULTURAL ADVERTISING

Ralf Terlutter, Sandra Diehl, Isabell Koinig, Kara Chan, Lennon Tsang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400787
Download
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.491-492
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
advertisingoffensivenessmodel ethnicitycross-cultural studyindividualism collectivism
Author
  • Ralf Terlutter(Alpen-Adria Universitaet Klagenfurt, Austria) Corresponding author
  • Sandra Diehl(Alpen-Adria Universitaet Klagenfurt, Austria)
  • Isabell Koinig(Alpen-Adria Universitaet Klagenfurt, Austria)
  • Kara Chan(Hong Kong Baptist University, Hong Kong)
  • Lennon Tsang(Hong Kong Baptist University, Hong Kong)