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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

Brand positioning through advertising in Asia, North America, and Europe : the role of global consumer culture

Alden, Dana; Steenkamp, Jan-Benedict E. M.; Batra, Rajeev - In: Best practices in international marketing, (pp. 193-215). 2002

Persistent link: https://www.econbiz.de/10001680898

Exploring cultural influences on mobile marketing acceptance

Pierce, Meghan; Jiang, Pingjun - In: International journal of internet marketing and … 15 (2021) 1, pp. 1-28

Persistent link: https://www.econbiz.de/10012512679

Online advertising : a cross-cultural synthesis

Liu-Thompkins, Yuping - In: Handbook of research on international advertising, (pp. 303-324). 2012

Persistent link: https://www.econbiz.de/10009513917

Probability markers in Croatian and Belgian advertisements and tolerance for ambiguity

Banks, Ivana Bušljeta; Pelsmacker, Patrick de - In: Handbook of research on international advertising, (pp. 376-397). 2012

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Global Advertising in a Cultural Context.

Milenkovic, Mirjana - 2009 - 1st ed.

The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the...