Year of Award
Master of Philosophy (MPhil)
Hong Kong Baptist University. Dept. of Communication Studies.
Advertising, Branding (Marketing), Cathay Pacific Airways, Collective memory, Marketing, Psychological aspects
Yuen, Wai Yee, "Strategic use of collective memory in advertising : the case of Cathay Pacific Airways' 60th anniversary ads" (2010). Restricted Access Theses and Dissertations. 1189.