Advertising appeals and Malaysian culture norms
The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context.Therefore, the present study examines and v...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
John Benjamins Publishing Company
2018
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/23671/ http://doi.org/10.1075/japc.00004.raz |
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| Institution: | Universiti Utara Malaysia |