appeal advertising in different cultures. The purpose of this paper is to examine the effect of sex appeal on ad and brand … appeal advertising than older generations in China. A similar situation may exist in Australia and the USA. Practical … implications – Understanding how consumers in different cultures respond to different advertising appeal strategies is important …

Purpose – The purpose of this paper is to investigate advertising appeals and cultural values in television … advertisements from newly emerging markets. Specifically, the paper hypothesizes that the advertising appeals in the advertisements … advertisements from different regions of the world (Holbrook, 1977). Findings – The paper reveals some global advertising appeals …

holds that advertising should be more effective when it is congruent with cultural values. It documents a paradoxical … and practice in global advertising.  …

Purpose – The purpose of this paper is to investigate online advertising across different cultures such as Romania and … the USA. In the meantime, this paper attempts to examine the relationships among beliefs about online advertising …, attitudes toward online advertising (ATOA), and consumer responses to online advertising. Design/methodology/approach – Surveys …

advertising campaigns and, more precisely, whether a print ad that uses nudity is more or less effective than an ad without nudity … country. Research limitations/implications – Attitudes toward advertising in general vary significantly among European … in their advertising campaigns should take great care to define their target market by gender – even more so than in …

Purpose – Consumer scepticism about the credibility of green advertising around the world is growing. The article aims … to provide a comprehensive assessment and trend analysis of green advertising practices of international firms over a 20 … advertising effectiveness, the views of advertisers and advertising agencies, and secondary data referring to the performance of …

individualism/collectivism, on the use of various humor types in print advertising, across culturally diverse countries. Design … findings of this study highlight some key aspects of UK and Greek print advertising that can be extended in other homogeneous … advertising, underlining, also, the effect of cultural values on these communication decisions.  …

‐independent mode of thinking. However, the effect of culture on advertising is moderated by product class (goods vs service), product …

marketing and advertising standardization. It explores the standardization model (e.g. global, glocal, local, and single case … strategy) by examining the international advertising strategies that multinational corporations (MNCs) from North America …, Europe, and Asia used in their advertising campaigns targeting two culturally different markets: the United States and China …

similarities and differences are highly meaningful for glocalizing marketing strategies, in terms of advertising, branding, and …