The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research,...

This study addresses what factors influence and moderate Japanese physicians' mobile health monitoring (MHM) adoption for diabetic patients. In light of the multilevel sequential check theory, the study tests whether novelty seeking, self-efficacy, and compatibility moderate the effects of...

This study sheds light on quick response (QR) code loyalty promotion in terms of gender. Based on self-construal and gender scheme theories, we posit that the level of both involvement and social anxiety plays a crucial role in the gender effects of loyalty formation for promoted services. A...

In this study, we draw on industrial organization and institutional research to explore the relationship between market convergence and standardization of advertising programs. We argue that environmental isomorphism, which maintains that the external market environment is a principal driver of...