Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising
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DOI: 10.1016/j.ausmj.2020.07.005
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- Lifu Li & Kyeong Kang, 2024. "Understanding the real-time interaction between middle-aged consumers and online experts based on the COM-B model," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 570-582, September.
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Keywords
China; Advertising creativity; Uncertainty avoidance; High/low city tiers;All these keywords.
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