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Evolution in the usage of localised appeals in Japanese and American print advertising
Okazaki, Shintaro; Mueller, Barbara - In: International journal of advertising : the quarterly … 27 (2008) 5, pp. 771-798
Persistent link: https://www.econbiz.de/10008148136
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Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 5-21
Persistent link: https://www.econbiz.de/10008428590
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Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles - In: International journal of advertising : the quarterly … 39 (2010) 2, pp. 5-21
Persistent link: https://www.econbiz.de/10009976426
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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
Persistent link: https://www.econbiz.de/10007797765
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The impact of the lost decade on advertising in Japan: A grounded theory approach
Okazaki, Shintaro; Mueller, Barbara - In: International journal of advertising : the quarterly … 30 (2011) 2, pp. 205-233
Persistent link: https://www.econbiz.de/10009138249
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Comments -- International advertising issues and challenges
Taylor, Charles R.; Mueller, Barbara - In: International journal of advertising : the quarterly … 26 (2007) 4, pp. 557-564
Persistent link: https://www.econbiz.de/10008125010
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Market convergence and advertising standardization in the European Union
Okazaki, Shintaro; Taylor, Charles R.; Doh, Jonathan P. - In: Journal of World Business 42 (2007) 4, pp. 384-400
In this study, we draw on industrial organization and institutional research to explore the relationship between market convergence and standardization of advertising programs. We argue that environmental isomorphism, which maintains that the external market environment is a principal driver of...
Persistent link: https://www.econbiz.de/10009201599
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What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets
Okazaki, Shintaro; Taylor, Charles R. - In: Journal of business research : JBR 61 (2008) 1, pp. 4-12
Persistent link: https://www.econbiz.de/10007896314
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Market convergence and advertising standardization in the European Union
Okazaki, Shintaro; Taylor, Charles R.; Doh, Jonathan P. - In: Journal of world business : JWB 42 (2007) 4, pp. 384-400
Persistent link: https://www.econbiz.de/10007873451
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Who Standardizes Advertising More Frequently, and Why Do They Do So? A Comparison of U.S. and Japanese Subsidiaries' Advertising Practices in the European Union
Taylor, Charles R.; Okazaki, Shintaro - In: Journal of international marketing 14 (2006) 1, pp. 98
Persistent link: https://www.econbiz.de/10007225588