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Keywords: Model race
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2013) 25 (3): 510–532.
Published: 17 June 2013
... varied positions in the global racial hierarchy. Design/methodology/approach – The study included two experiments that used US and Chinese college students as participants to test the effect of model race on model likeability, ad attitude, and brand attitude. Findings – The experiments...
