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

Ralf Terlutter, Sandra Diehl, Isabell Koinig, Kara Chan, Lennon Tsang
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  • URLhttps://db.koreascholar.com/Article/Detail/400787
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.491-492
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
키워드
advertisingoffensivenessmodel ethnicitycross-cultural studyindividualism collectivism
저자
  • 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)
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