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Cross‐cultural advertising research: where we have been and where we need to go

Okazaki, Shintaro; Mueller, Barbara - In: International Marketing Review 24 (2007) 5, pp. 499-518

Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research. Design/methodology/approach – Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business...

Persistent link: https://www.econbiz.de/10014827398

Wellness branding: insights into how American and Finnish consumers use wellness as a means of self-branding

Grénman, Miia; Hakala, Ulla; Mueller, Barbara - In: Journal of Product & Brand Management 28 (2019) 4, pp. 462-474

Purpose: The purpose of this paper is to examine wellness as a means of self-branding. The phenomenon is addressed through the introduction of a new concept – wellness branding – and by identifying those wellness practices that are currently most valued. Design/methodology/approach: A...

Persistent link: https://www.econbiz.de/10012076676

Managing change related to consumer privacy laws : targeting and personal data use in a more regulated environment

Mueller, Sophia; Taylor, Charles Raymond; Mueller, Barbara - In: Media and change management : creating a path for new …, (pp. 267-288). 2022

Persistent link: https://www.econbiz.de/10013167382

Replicating the CSR-Advertising-Effectiveness model : do consumers' attitudes towards corporate socially responsible behavior in the pharmaceutical industry change over time?

Koinig, Isabell; Diehl, Sandra; Mueller, Barbara - In: Designing and communicating experience, (pp. 305-320). 2021

Persistent link: https://www.econbiz.de/10012648334

Capitalizing on faith : a cross-cultural examination of consumer responses to the use of religious symbols in advertising

Kalliny, Morris; Ghanem, Salma; Shaner, Matthew; Boyle, … - In: Journal of global marketing 33 (2020) 3, pp. 158-176

Persistent link: https://www.econbiz.de/10012260089

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

Are pharmaceutical ads affording consumers a greater say in their health care? : the evaluation and self-empowerment effects of different ad appeals in Brazil

Koinig, Isabell; Diehl, Sandra; Mueller, Barbara - In: International journal of advertising : the quarterly … 36 (2017) 6, pp. 945-974

Persistent link: https://www.econbiz.de/10011859158

The state of augmented reality advertising around the globe : a multi-cultural content analysis

Feng, Yang; Mueller, Barbara - In: Journal of promotion management : innovations in … 25 (2019) 4, pp. 453-475

Persistent link: https://www.econbiz.de/10012179038

Exploring antecedents of attitudes and skepticism towards pharmaceutical advertising and inter-attitudinal and inter-skepticism consistency on three levels : an international study

Koinig, Isabell; Diehl, Sandra; Mueller, Barbara - In: International journal of advertising : the quarterly … 37 (2018) 5, pp. 718-748

Persistent link: https://www.econbiz.de/10012492566

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