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The effectiveness of different advertising message appeals in the Eastern emerging society: using Taiwanese TV commercials as an example

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1990Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact213 cited

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2011Product global reach, advertising standardization, and cultural values: an analysis of 2008 Beijing Olympic TV commercials10 cited
2020Divergence or Relevance in Advertisements: What Works in Emerging Markets? Evidence from Indian Consumers10 cited