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Advertising in China: product branding and beyond Wen-Ling Liu Introduction The growth of international business, combined with an increase in the amount of advertising activity around the world, underscores the importance of understanding advertising effectiveness in international markets. In...

Description Advertising_in Advertising in China: product branding and beyond Wen-Ling Liu Introduction The growth of international business, combined with an increase in the amount of advertising activity around the world, underscores the importance of understanding advertising effectiveness...