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The tension between strategy and execution : challenges for international advertising research : globalization is much more than universal branding
Ford, John B.; Mueller, Barbara; Taylor, Charles Raymond; … - In: Journal of advertising research 51 (2011), pp. 27-41
Persistent link: https://www.econbiz.de/10009127019
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Art for the sake of the corporation : Audi, BMW Group, DaimlerCrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations
Schwaiger, Manfred; Sarstedt, Marko; Taylor, Charles Raymond - In: Journal of advertising research 50 (2010) 1, pp. 77-90
Persistent link: https://www.econbiz.de/10003971437
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Can comparative advertising be effective in Germany? : a tale of two campaigns
Schwaiger, Manfred; Rennhak, Carsten; Taylor, Charles … - In: Journal of advertising research 47 (2007) 1, pp. 2-13
Persistent link: https://www.econbiz.de/10003609556
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Do resonant advertisements resonate with consumers? : the interaction of wordplay, regulatory focus, and need for cognition and its impact on persuasion
Choi, Jieun; Taylor, Charles Raymond; Lee, Doo-Hee - In: Journal of advertising research 57 (2017) 1, pp. 82-93
Persistent link: https://www.econbiz.de/10011707661
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Roadblock advertising in the digital context : does paying to limit competing messages pay off?
Parida, Biswajita; Taylor, Charles Raymond; Abhishek - In: Journal of advertising research 62 (2022) 3, pp. 271-286
Persistent link: https://www.econbiz.de/10013435303
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A multi-country examination of hard-sell and soft-sell advertising : comparing global consumer positioning in holistic- and analytic-thinking cultures
Okazaki, Shintaro; Mueller, Barbara; Diehl, Sandra - In: Journal of advertising research 53 (2013) 3, pp. 258-272
Persistent link: https://www.econbiz.de/10010199591
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The tactical use of mobile marketing : how adolescents' social networking can best shape brand extensions
Okazaki, Shintaro - In: Journal of advertising research 49 (2009) 1, pp. 12-26
Persistent link: https://www.econbiz.de/10003833726
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OBSERVATIONS: The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising
Caillat, Zahna; Mueller, Barbara - In: Journal of advertising research 36 (1996) 3, pp. 79
Persistent link: https://www.econbiz.de/10006532031
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OBSERVATIONS: Intended vs. Unintended Messages Viewer Perceptions of United States Army Television Commercials
Keck, Gary Lee; Mueller, Barbara - In: Journal of advertising research 34 (1994) 2, pp. 70-78
Persistent link: https://www.econbiz.de/10006536618
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GLOBALIZATION - The Tension between Strategy and Execution: Challenges for International Advertising Research — Globalization is Much More Than Universal Branding
Ford, John B; Mueller, Barbara; Taylor, Charles R - In: Journal of advertising research 51 (2011) 1, pp. 27-42
Persistent link: https://www.econbiz.de/10008993735