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| Author: | Okechuku, C. Wang, G. |
| Title: | The effectiveness of Chinese print advertisements in North America. |
| Journal: | Journal of Advertising Research
1988 : OCT-NOV, VOL. 28:5, p. 25-34 |
| Index terms: | NEWSPAPER ADVERTISING ADVERTISING EFFECTIVENESS CHINA NORTH AMERICA |
| Language: | eng |
| Abstract: | With the recent reforms in China, Chinese advertisements begin to appear in Chinese print material in North America. A balance theory framework is used to investigate North American consumer evaluation of Chinese made advertisement. It was confirmed that if an ad doesn't have high attitudinal and membership- group similarity in the host country, and is perceived to be less sophisticated, it will be evaluated less positively than host country ads. |
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