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

doi:10.4324/9781410617392

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 proceeding › Chapter

4 Citations (Scopus)

Original language	English
Title of host publication	Creating Images and the Psychology of Marketing Communication
Publisher	Lawrence Erlbaum Associates
Pages	351-360
Number of pages	10
ISBN (Print)	1410617394, 9781410617392
DOIs	https://doi.org/10.4324/9781410617392
Publication status	Published - 2006 Jan 16
Externally published	Yes

ASJC Scopus subject areas

General Economics,Econometrics and Finance
General Business,Management and Accounting

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10.4324/9781410617392

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

ASJC Scopus subject areas

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