A different smile, a different story: Global advertising adaptation for Chinese consumers

P.J. van den Hoven, Shengdong Lin, Xin Zhao

    Research output: Working paperOther research output

    39 Downloads (Pure)
    Original languageEnglish
    Publication statusPublished - 2012

    Publication series

    NameTilburg Papers in Culture Studies
    No.32

    Cite this

    van den Hoven, P. J., Lin, S., & Zhao, X. (2012). A different smile, a different story: Global advertising adaptation for Chinese consumers. (Tilburg Papers in Culture Studies; No. 32).