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New directions in international advertising research

Taylor, Charles Raymond (contributor) - 2002

This book addresses the need to move international advertising in new directions by summarizing existing knowledge in … have an interest in international advertising research as well as international advertising practitioners …Introduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid …

Persistent link: https://www.econbiz.de/10009627291

New directions in international advertising research

Taylor, Charles Raymond (contributor); … - 2002 - 1. ed

Persistent link: https://www.econbiz.de/10001687364

Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?

Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317

Persistent link: https://www.econbiz.de/10012006997

The moderating effect of self-esteem on consumer responses to global positioning in advertising

Jun, Sunkyu; Jeong, Yoojeong; Gentry, James W.; Hyun, … - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 272-292

Persistent link: https://www.econbiz.de/10011689808

Foreign languages in advertising as implicit country-of-origin cues : mechanism, associations, and effectiveness

Hornikx, Jos; Meurs, Frank van - In: Journal of international consumer marketing 29 (2017) 2, pp. 60-73

Persistent link: https://www.econbiz.de/10011690489

The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting

Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of international business studies : JIBS ; an … 48 (2017) 8, pp. 1009-1022

Persistent link: https://www.econbiz.de/10011779151

Offensiveness of advertising with violent image appeal : a cross-cultural study

Waller, David S.; Deshpande, Sameer; Erdogan, B. Zafer - In: Journal of promotion management : JPM 19 (2013) 4, pp. 400-417

Persistent link: https://www.econbiz.de/10010198661

Anthropomorphism and allegory in advertising across cultures : effects on memory and persuasion

Gelbrich, Katja; Gäthke, Daniel; Westjohn, Stanford A. - In: Journal of euromarketing 21 (2012) 4, pp. 174-192

Persistent link: https://www.econbiz.de/10009755856

Consumer responses to sexual advertising : the intersection of modernization, evolution, and international marketing

Wan, Wendy W. N.; Luk, Chung-leung; Chow, Cheris W. C. - In: Journal of international business studies : JIBS ; an … 45 (2014) 6, pp. 751-782

Persistent link: https://www.econbiz.de/10010396525

Global marketing and advertising : understanding cultural paradoxes

Mooij, Marieke K. de - 1998

Persistent link: https://www.econbiz.de/10000626940

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