How far is too far? the antecedents of offensive advertising in modern China

Gerard P PRENDERGAST*, Wah Leung Cheung, Douglas West

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)
Original languageEnglish
Pages (from-to)484-495
Number of pages12
JournalJournal of Advertising Research
Issue number4
Publication statusPublished - Dec 2008

Scopus Subject Areas

  • Communication
  • Marketing

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