International Marketing Review: Volume 28 Issue 1

Evaluating the green advertising practices of international firms: a trend analysis

Leonidas C. Leonidou, Constantinos N. Leonidou, Dayananda Palihawadana, Magnus Hultman

Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green…

Interpreting interrelations across multiple levels in HGLM models : An application in international marketing research

Burcu Tasoluk, Cornelia Dröge, Roger J. Calantone

Although the use of data from different levels is very common in international marketing research, the practice of employing multi‐level analysis techniques is relatively new. The…

Humor and cultural values in print advertising: a cross‐cultural study

Leonidas Hatzithomas, Yorgos Zotos, Christina Boutsouki

The present study aims to discuss the role of Hofstede's cultural dimensions, uncertainty avoidance and individualism/collectivism, on the use of various humor types in print…

A multi‐country assessment of the long‐term orientation scale

Louise M. Hassan, Edward Shiu, Gianfranco Walsh

Long‐term orientation (LTO) is an important cultural value, which has been shown to meaningfully affect the behavior of individuals. Bearden et al. developed and tested a…

Made in China but sold at FAO Schwarz: country‐of‐origin effect and trusting beliefs

Sertan Kabadayi, Dawn Lerman

The purpose of this paper is to investigate the moderating effect of trusting beliefs about a store on country‐of‐origin (COO) effects. The paper suggests that three trusting…

Special issue on International marketing theory, strategy and implementation: insights from Latin America Deadline for submissions 31 March 2011

Editorial

Jeryl Whitelock