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Leistungsorientierung in internationalen Werbebotschaften : Ergebnisse einer Studie in Deutschland, Frankreich, Spanien, Thailand und den USA zur Wahrnehmung und Wirksamkeit von le...
Terlutter, Ralf; Diehl, Sandra; Mueller, Barbara - In: Erfolgsstrategien mittelständischer Unternehmen : …, (pp. 439-455). 2009
Persistent link: https://www.econbiz.de/10003833399
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Communicating with the multicultural consumer : theoretical and practical perspectives
Mueller, Barbara - 2008
Persistent link: https://www.econbiz.de/10003440523
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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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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
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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
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Global consumer culture positioning : testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles Raymond - In: Journal of international marketing 18 (2010) 2, pp. 20-34
Persistent link: https://www.econbiz.de/10003982220
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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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The cultural dimension of assertiveness in cross-cultural advertising : the perception and evaluation of assertive advertising appeals
Terlutter, Ralf; Diehl, Sandra; Mueller, Barbara - In: International journal of advertising : the quarterly … 29 (2010) 3, pp. 369-399
Persistent link: https://www.econbiz.de/10008649368
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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
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The influence of demographic factors on the perception of humane-oriented (CSR) appeals in advertisements : a multi-country analysis
Diehl, Sandra; Mueller, Barbara; Terlutter, Ralf - In: The changing roles of advertising : [extended versions …, (pp. 313-327). 2013
Persistent link: https://www.econbiz.de/10009773946