Table of contents
Culture and Advertising Executions: A Comparison of Selected Characteristics of Korean and US Television Commercials
Gordon E. Miracle, Kyu Yeol Chang, Charles R. TaylorMore than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented. These…
Using the Interaction Approach to Understand International Trade Shows
Gillian RiceInternational trade shows have increased in importance for thepromotion of goods and services overseas. Relatively little is knownabout participation by firms in these shows. The…
The Role of Accent on the Credibility and Effectiveness of the International Business Person: The Case of Guatemala
John Tsalikis, Marta Ortiz‐Buonafina, Michael S. LaTourAssesses the effect of an international business person′s accent onGuatemalan subjects′ perception of the business person′s effectiveness,credibility, competence, friendliness, as…
Brand Globally but Advertise Locally?: An Empirical Investigation
Dennis M. Sandler, David ShaniIn the heated debate about marketing globalization, the issue ofbrand standardization has received much less attention compared withadvertising standardization. When both issues…
An Application of Bagozzi′s Exchange Model to Integrate of Countertrade Research
Sam C. OkoroafoAs the use of countertrade increases and countertrade researchproliferates, it is necessary to integrate the knowledge to documentwhat has been done and identify gaps for future…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan