This paper investigates whether the investment strategies of multinational enterprises (MNEs) have changed as a result of the 1997 financial crisis in Korea. Estimation results using balanced panel data indicate that the investment decisions of global MNEs seem to have changed following the...

Purpose – The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations' cultural characteristics. Hypotheses are drawn in relation to...

Purpose – The purpose of this study is to examine cross‐cultural differences in gender role portrayals in web ads in Korea and the USA on the basis of Hofstede's masculinity dimension. Design/methodology/approach – A quantitative content analysis was employed to obtain a...

Purpose – The objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific versus diffuse dimension to brand‐logos and taglines in the two countries. Design/methodology/approach – A...

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...

Purpose – Despite an extensive body of research on brand loyalty, it has been demonstrated that customer‐based brand research is still in a state of evolution. The purpose of this paper is to develop and test alternative models of the brand loyalty process by examining the effects of...

Purpose – The purpose of this paper is to examine an important exception to the “value congruity hypothesis,” which holds that advertising should be more effective when it is congruent with cultural values. It documents a paradoxical “reverse authority effect” among young adult...

Reports the findings of a study that examined the relative impact of various marketing strategies on the performance of mature products in a rapidly developing country, South Korea, from a contingency theory perspective. The results indicate that the competitive environment of the maturity stage...

Investigates the regional standardization issue in global advertising by comparing print advertising of the Pacific Basin countries of Japan, Taiwan and South Korea. The findings of the study reveal similarities and differences in print advertising components across the countries. Similarities...

Purpose – The authors are witnessing the increasing extent of corporate social responsibility (CSR) performance as strategic behaviour specifically in emerging markets. The purpose of this paper is to investigate how multinational companies (MNCs) manage CSR activities in emerging markets to...