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Skepticism toward pharmaceutical advertising in the US and Germany
Diehl, Sandra; Mueller, Barbara; Terlutter, Ralf - In: Cross-cultural buyer behavior, (pp. 31-60). 2007
Persistent link: https://www.econbiz.de/10003478103
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A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising : empirical evidence from the US, Germany and C...
Diehl, Sandra; Terlutter, Ralf; Chan, Kara; Mueller, Barbara - In: Cutting edge international research, (pp. 297-312). 2010
Persistent link: https://www.econbiz.de/10003985205
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Measuring soft-sell versus hard-sell advertising appeals
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles Robert - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 5-20
Persistent link: https://www.econbiz.de/10003986759
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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
Persistent link: https://www.econbiz.de/10009380989
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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. 205-232
Persistent link: https://www.econbiz.de/10009154747
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Theory advancement in international advertising : drawing on theories from strategic management and international business
Taylor, Charles Raymond; Okazaki, Shintaro; Mueller, Barbara - In: Advertising theory, (pp. 149-161). 2012
Persistent link: https://www.econbiz.de/10009524183
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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 effects of different ad appeals in non-prescription drug advertising : a cross-cultural investigation
Koinig, Isabell; Diehl, Sandra; Mueller, Barbara - In: Bridging the gap between advertising academia and practice, (pp. 266-280). 2017
Persistent link: https://www.econbiz.de/10011540397
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Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach
Okazaki, Shintaro; Mueller, Barbara - In: Handbook of research on international advertising, (pp. 158-178). 2012
Persistent link: https://www.econbiz.de/10009513926
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Consumer responses towards non-prescription and presciption drug advertising in the US and Germany : they don't really like it, but they do believe it
Diehl, Sandra; Mueller, Barbara; Terlutter, Ralf - In: International journal of advertising : the quarterly … 27 (2008) 1, pp. 99-131
Persistent link: https://www.econbiz.de/10003736347