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~person:"Mueller, Barbara"
~subject:"China"
~subject:"Cultural identity"
~subject:"Internationale Marktforschung"
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China
Cultural identity
Internationale Marktforschung
Internationales Marketing
11
International marketing
10
Advertising effects
8
Werbewirkung
8
Kulturelle Identität
4
Werbung
4
Advertising
3
USA
3
United States
3
Consumer behaviour
2
Deutschland
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Germany
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Großbritannien
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Konsumentenverhalten
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National culture
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Nationalkultur
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Perception
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United Kingdom
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international advertising
2
Argentina
1
Argentinien
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Arzneimittel
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Austria
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Bibliometrics
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Bibliometrie
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Brand management
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Comparison
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Corporate Social Responsibility
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Corporate social responsibility
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Cross-cultural advertising
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Cross-cultural relations
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France
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Frankreich
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Globalisierung
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Globalization
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Interkulturelle Beziehungen
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International marketing research
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Mueller, Barbara
Mooij, Marieke K. de
11
Laroche, Michel
7
Teng, Lefa
6
Alon, Ilan
5
Cleveland, Mark
5
Diamantopoulos, Adamantios
5
Manrai, Ajay K.
5
Sarstedt, Marko
5
Sinkovics, Rudolf R.
5
Taylor, Charles Raymond
5
Torelli, Carlos J.
5
Westjohn, Stanford A.
5
Bartikowski, Boris
4
Batra, Rajeev
4
Checchinato, Francesca
4
Keh, Hean Tat
4
Okazaki, Shintaro
4
Poon, Patrick
4
Steenkamp, Jan-Benedict E. M.
4
Tank, Andreas
4
Usunier, Jean-Claude
4
Vescovi, Tiziano
4
Alden, Dana
3
Bauer, Erich
3
Belk, Russell W.
3
Bell, Sandra
3
Buckley, Peter J.
3
Czinkota, Michael R.
3
Diehl, Sandra
3
Fam, Kim Shyan
3
Feinberg, Fred M.
3
Ford, John B.
3
Holzmüller, Hartmut H.
3
Hu, Lala
3
Kim, Daekwan
3
Lee, Alvin
3
Leeflang, Peter
3
Magnusson, Peter
3
Manrai, Lalita A.
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Handbook of research on international advertising
1
International journal of advertising : the quarterly review of marketing communications
1
International journal of advertising : the review of marketing communications
1
Journal of international marketing
1
Measurement and research methods in international marketing
1
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ECONIS (ZBW)
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1
Forty years of cross-cultural advertising research in the International Journal of Advertising : a bibliometric analysis
Ford, John B.
;
Mueller, Barbara
;
Mueller, Sophia
- In:
International journal of advertising : the review of …
42
(
2023
)
1
,
pp. 119-127
Persistent link: https://www.econbiz.de/10014233931
Saved in:
2
A multicountry advertising research framework : lessons learned from testing global consumer culture positioning
Okazaki, Shintaro
;
Mueller, Barbara
;
Diehl, Sandra
- In:
Measurement and research methods in international marketing
,
(pp. 73-96)
.
2011
Persistent link: https://www.econbiz.de/10009377923
Saved in:
3
Doing good matters to consumers : the effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns
Diehl, Sandra
;
Terlutter, Ralf
;
Mueller, Barbara
- In:
International journal of advertising : the quarterly …
35
(
2016
)
4
,
pp. 730-757
Persistent link: https://www.econbiz.de/10011585291
Saved in:
4
Typologies of cultural dimensions and their applicability to international advertising
Terlutter, Ralf
;
Diehl, Sandra
;
Mueller, Barbara
- In:
Handbook of research on international advertising
,
(pp. 88-108)
.
2012
Persistent link: https://www.econbiz.de/10009513190
Saved in:
5
Global consumer culture positioning : testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers
Okazaki, Shintaro
;
Mueller, Barbara
;
Taylor, Charles Raymond
- In:
Journal of international marketing
18
(
2010
)
2
,
pp. 20-34
Persistent link: https://www.econbiz.de/10003982220
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