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New research on cross-cultural and cross-national comparisons in advertising and consumer behavior

Manrai, Ajay K. - In: Journal of global marketing 31 (2018) 1, pp. 1-3

Persistent link: https://www.econbiz.de/10011963047

Handbook of research on international advertising

Okazaki, Shintaro (ed.) - 2012

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, such as research in digital media, retrospective research, cultural …

Persistent link: https://www.econbiz.de/10011851981

Localizing to Arabic consumers : insights from print advertising

Sobh, Rana; Singh, Nitish; Chun, Wootae; Benmamoun, Mamoun - In: Journal of marketing communications 24 (2018) 2, pp. 190-211

Persistent link: https://www.econbiz.de/10011852940

Cultural paradox in advertising : evidence from Finland

Saleem, Salman - In: Journal of promotion management : JPM 23 (2017) 5, pp. 615-632

Persistent link: https://www.econbiz.de/10011799547

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness : a construal level perspective

Septianto, Felix; Japutra, Arnold; Sung, Billy; Seo, Yuri - In: International marketing review 39 (2022) 4, pp. 931-954

Persistent link: https://www.econbiz.de/10013396344

Foreign versus local consumer culture positioning when entering foreign markets : synergies of anthropomorphic ads, ethnocentrism, and culture positioning on brand evaluations

Teng, Lefa; Zhang, Mengmeng; Foti, Lianne; Wang, Xinran; … - In: Journal of advertising research 62 (2022) 4, pp. 336-352

Persistent link: https://www.econbiz.de/10013531992

False recall of brands in advergames : a cross-country comparison

Hernandez, Monica D.; Minor, Michael - In: Journal of research in interactive marketing : … 9 (2015) 1, pp. 54-69

Persistent link: https://www.econbiz.de/10011297936

Marketing mix and customer equity of SPA brands : cross-cultural perspectives

Lee, Chang Han; Ko, Eunju; Tikkanen, Henrikki; Phan, … - In: Journal of business research : JBR 67 (2014) 10, pp. 2155-2163

Persistent link: https://www.econbiz.de/10010400096

Video-based sales interaction in cross-cultural B2B relationships : potential (un)desired consequences

Koponen, Jonna; Metsola, Jaakko; Salin, Lotta; … - In: Industrial marketing management : the international … 119 (2024), pp. 238-251

Persistent link: https://www.econbiz.de/10014555774

Cross-cultural cool : consumer implications of urban identification in the United States and Hong Kong

Towns, Marlene Morris - In: Journal of public policy & marketing : JPP & M ; an … 32 (2013), pp. 131-143

Persistent link: https://www.econbiz.de/10009774917