Browsing NHH Brage by Author "Nguyen, Truong Van Thao"
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Cross-cultural advertising : cultural values that affect advertising likeability
Nguyen, Truong Van Thao (Master thesis, 2012)This paper attempts to investigate the cultural values that have influences on consumers’ advertising likeability. Three groups of nationalities were assessed, including: Singaporean Chinese, Chinese from China, and ...