| 1628130 |
Cross-cultural advertising research: where we have been and where we need to go
Shintaro Okazaki, Barbara Mueller
(pp. 499-518)
Keywords:
Advertising,
Advertising research,
Cross-cultural studies
ArticleType: General review
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(115 KB)
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| 1628131 |
Cultural values and effective executional techniques in advertising: A cross-country and product category study of urban young adults in Asia
Kim-Shyan Fam, Reinhard Grohs
(pp. 519-538)
Keywords:
Advertising,
Culture,
Far East,
South Asia,
South East Asia,
Young adults
ArticleType: Research paper
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(126 KB)
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| 1628132 |
Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania
Dan Petrovici, Svetla Marinova, Marin Marinov, Nick Lee
(pp. 539-562)
Keywords:
Advertising,
Bulgaria,
Consumer behaviour,
Romania
ArticleType: Research paper
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(133 KB)
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| 1628133 |
Multinational corporations and the challenge of global advertising: What do US headquarters consider important in making media-selection decisions?
Ali M. Kanso, Richard Alan Nelson
(pp. 563-590)
Keywords:
Advertising,
Advertising media,
Decision making,
Multinational companies,
United States of America
ArticleType: Research paper
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(149 KB)
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| 1628134 |
International advertising strategy: the standardisation question in manager studies: Patterns in four decades of past research and directions for future knowledge advancement
Fernando Fastoso, Jeryl Whitelock
(pp. 591-605)
Keywords:
Advertising,
Advertising standards
ArticleType: Literature review
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(97 KB)
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| 1628135 |
Consumers' response to offensive advertising: a cross cultural study
Kara Chan, Lyann Li, Sandra Diehl, Ralf Terlutter
(pp. 606-628)
Keywords:
Advertising,
China,
Consumer behaviour,
Culture,
Germany
ArticleType: Research paper
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(1002 KB)
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| 1628136 |
Cross-national market segmentation in the fashion industry: A study of European, Korean, and US consumers
Eunju Ko, Eunyoung Kim, Charles R. Taylor, Kyung Hoon Kim, Ie Jeong Kang
(pp. 629-651)
Keywords:
Advertising,
Europe,
Fashion industry,
Market segmentation,
South Korea,
United States of America
ArticleType: Research paper
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(665 KB)
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