Cross-cultural comparisons of brand personality in print media: The case of mainland China and Taiwan

Yung Cheng Shen*, Lien Ti Bei, Chih Yun Wu

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Citations (Scopus)
Original languageEnglish
Title of host publicationCreating Images and the Psychology of Marketing Communication
PublisherLawrence Erlbaum Associates Inc.
Pages351-360
Number of pages10
ISBN (Print)1410617394, 9781410617392
DOIs
Publication statusPublished - 2006 Jan 16
Externally publishedYes

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Economics, Econometrics and Finance(all)

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