Table of contents - Special Issue: Global advertising: insights from multiple markets
Guest Editors: Professor Shintaro Okazaki, Professor Barbara Mueller
Cross‐cultural advertising research: where we have been and where we need to go
Shintaro Okazaki, Barbara MuellerThe purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research.
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 GrohsThe purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions.
Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania
Dan Petrovici, Svetla Marinova, Marin Marinov, Nick LeeThe objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic…
Multinational corporations and the challenge of global advertising: What do US headquarters consider important in making media‐selection decisions?
Ali M. Kanso, Richard Alan NelsonDespite the increasing volume of scholarly work in international advertising, media selection has received very little attention. This study seeks to address three fundamental…
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 WhitelockThis paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to…
Consumers' response to offensive advertising: a cross cultural study
Kara Chan, Lyann Li, Sandra Diehl, Ralf TerlutterThe purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive.
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 KangTo discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages.
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan