Purpose – The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania....

Purpose – Despite the increasing volume of scholarly work in international advertising, media selection has received very little attention. This study seeks to address three fundamental issues in media selection for non‐domestic markets: the relative importance of cultural factors, the...

Purpose – This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research in this area. Design/methodology/approach – Content analysis of...

Purpose – The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive. Design/methodology/approach – Using culture theories about information context, individualism and feminine consciousness, the paper hypothesizes...

Purpose – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages. Design/methodology/approach – A survey was administered to Korean, European, and US female consumers. Cluster analysis is used in an...

Print and television advertisements for American products appearing in the USA, Germany and Japan are content analysed to explore factors influencing the usage of standardised versus specialised approaches in multinational advertising. Three factors are examined: market distance, product type,...