Narrow search
Showing 1 - 10 of 267
Cover Image
Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 5-21
Persistent link: https://www.econbiz.de/10008428590
Cover Image
Cross‐cultural advertising research: where we have been and where we need to go
Okazaki, Shintaro; Mueller, Barbara - In: International Marketing Review 24 (2007) 5, pp. 499-518
Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research. Design/methodology/approach – Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business...
Persistent link: https://www.econbiz.de/10014827398
Cover Image
Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance
Okazaki, Shintaro; Taylor, Charles; Zou, Shaoming - In: Journal of advertising : official publication of the … 35 (2006) 3, pp. 17-34
Persistent link: https://www.econbiz.de/10008126555
Cover Image
Evolution in the usage of localised appeals in Japanese and American print advertising
Okazaki, Shintaro; Mueller, Barbara - In: International journal of advertising : the quarterly … 27 (2008) 5, pp. 771-798
Persistent link: https://www.econbiz.de/10003792529
Cover Image
Global consumer culture positioning : testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles Raymond - In: Journal of international marketing 18 (2010) 2, pp. 20-34
Persistent link: https://www.econbiz.de/10003982220
Cover Image
Measuring soft-sell versus hard-sell advertising appeals
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles Robert - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 5-20
Persistent link: https://www.econbiz.de/10003986759
Cover Image
A multicountry advertising research framework : lessons learned from testing global consumer culture positioning
Okazaki, Shintaro; Mueller, Barbara; Diehl, Sandra - In: Measurement and research methods in international marketing, (pp. 73-96). 2011
Persistent link: https://www.econbiz.de/10009377923
Cover Image
A procedure for the development of fictitious advertisements in multi-country research : crafting messages with hard-sell and soft-sell appeals
Diehl, Sandra; Okazaki, Shintaro; Mueller, Barbara - In: Breaking new ground in theory and practice, (pp. 463-473). 2011
Persistent link: https://www.econbiz.de/10009380989
Cover Image
The impact of the lost decade on advertising in Japan : a grounded theory approach
Okazaki, Shintaro; Mueller, Barbara - In: International journal of advertising : the quarterly … 30 (2011) 2, pp. 205-232
Persistent link: https://www.econbiz.de/10009154747
Cover Image
Theory advancement in international advertising : drawing on theories from strategic management and international business
Taylor, Charles Raymond; Okazaki, Shintaro; Mueller, Barbara - In: Advertising theory, (pp. 149-161). 2012
Persistent link: https://www.econbiz.de/10009524183