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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

A procedure for the development of fictitious advertisements in multi-country research : crafting messages with hard-sell and soft-sell appeals

Diehl, Sandra; Okazaki, Shintaro; Mueller, Barbara - In: Breaking new ground in theory and practice, (pp. 463-473). 2011

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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

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Gender and age as factors influencing consumer responses to soft-sell ads : a multi-country comparison

Diehl, Sandra; Mueller, Barbara; Okazaki, Shintaro - In: Current insights and future trends : [extended versions …, (pp. 291-302). 2012

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Advances in Advertising Research (Vol. 1) : Cutting Edge International Research

Terlutter, Ralf - 2010

Strategic Issues in Advertising, Branding and Communication -- Integrated Marketing Communications: A Test for Different Levels of Strategic Consistency -- Evaluation and Feedback Effects of Limited Editions in FMCG Categories -- How Multinational Enterprises Develop their Advertising Strategy...

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Advances in advertising research

Terlutter, Ralf (contributor); Diehl, Sandra (contributor); …

Persistent link: https://www.econbiz.de/10009668993

Advances in Advertising Research (Vol. 1) : Cutting Edge International Research

Terlutter, Ralf - 2010

Persistent link: https://www.econbiz.de/10008687857