Message Strategy Typologies: A Review, Integration, and Empirical Validation in China

Wang, L., & Praet, C. L. C. (2016). Message Strategy Typologies: A Review, Integration, and Empirical Validation in China. In Advances in Advertising Research (Vol. VI) (pp. 201–213). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_16