brand than LCCP in TV advertising. We also find that GCCP has stronger effects on brand evaluation and attitude toward brand …

-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global … services. The specific question which appears in this context is whether to use standardized or adapted advertising. The … globalization on the recipients’ perception of the adver-tising activity of foreign companies operating in the Polish market …

internationalen Werbung unter veränderten Vorzeichen fort. Stärker als bisher werden die Möglichkeiten der Standardisierung von …

Globalism has been examined in consumer research primarily as an advertising or marketing issue rather than in terms of … impacts on personal and cultural identity. In investigating Chinese "readings" of global and local advertising, we find that … consumers use advertising to interrogate personal and national identities. They exhibit a longing for global cosmopolitanism and …

across cultures, the debate whether or not marketing, and advertising in particular, can truly be standardised has divided … doubts over the claims made by Levitt and which suggests that advertising is strongly influenced by (local) culture. This …

deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a major shortcoming of … this gap by providing an advertising elasticity database (AED) and empirical generalizations about advertising elasticities … and their determinants. Our findings indicate that the average current-period advertising elasticity is 0.09, which is …