Advertising in Asia: Theories and Implications for Practice

Journal of AdvertisingPublished 20 October 2019Open access

Chingching Chang, Wei‐Na Lee, Yuping Liu–Thompkins

DOI10.1080/00913367.2019.1675103

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Citations10

SJR quartileQ1

SJR score4.46

SNIP2.89

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Abstract

Ad spending in the Asia-Pacific region is estimated to have reached $210.43 billion in 2018, or 33.5% of worldwide ad spending (McNair 2018). The importance of Asian markets and the uniqueness of c...

Keywords

Social SciencesBusiness, Management and Accounting