New directions in international advertising research:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Amsterdam [u.a.]
Jai
2002
|
| Edition: | 1. ed. |
| Series: | Advances in international marketing
12 |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XI, 280 S. graph. Darst. |
| ISBN: | 0762309504 |
Staff View
MARC
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Record in the Search Index
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| adam_text | CONTENTS
LIST OF CONTRIBUTORS ix
PREFACE
S. Tamer Cavusgil xi
INTRODUCTION NEW DIRECTIONS IN
INTERNATIONAL ADVERTISING RESEARCH
Charles R. Taylor 1
PART I: METHODOLOGICAL INSIGHTS
ACHIEVING RELIABLE AND VALID CROSS CULTURAL
RESEARCH RESULTS IN CONTENT ANALYSIS
Gordon E. Miracle and Hae Kyong Bang 9
TOWARDS THE DEVELOPMENT OF A SCALAR
EQUIVALENT ETIC MULTICULTURAL ADVERTISING
RESPONSE SCALE (MARS)
Michael T. Ewing, Albert Caruana and Andy Teo 25
PART II: STANDARDIZATION vs.
SPECIALIZATION ISSUES
STANDARDIZED vs. SPECIALIZED INTERNATIONAL
ADVERTISING CAMPAIGNS: WHAT WE HAVE
LEARNED FROM ACADEMIC RESEARCH IN THE 1990s
Charles R. Taylor and Chad M. Johnson 45
THE ASSOCIATION BETWEEN PROCESS AND PROGRAM
ADVERTISING STANDARDIZATION: AN ILLUSTRATION
OF U.S. MULTINATIONALS OPERATING IN INDIA
Aruna Chandra, David A. Griffith and
John K. Ryans, Jr. 67
V
vi
MARKETING/ADVERTISING CONCEPTS AND
PRINCIPLES IN THE INTERNATIONAL CONTEXT:
UNIVERSAL OR UNIQUE?
Sak Onkvisit and John J. Shaw 85
CREATING A POSITIVE BRAND IMAGE WITH A
LOCAL ADAPTATION ADVERTISING STRATEGY:
THE HYUNDAI SANTA FE
Mary Anne Raymond and Jong Won him 101
PART III: ADVERTISING IN
CENTRAL/EASTERN EUROPE
EMOTIONAL AND RATIONAL ADVERTISING
MESSAGES IN POSITIVE AND NEGATIVE
POLISH MEDIA CONTEXTS
Patrick De Pelsmacker, Dominika Maison
and Maggie Geuens 121
ADVERTISING IN THE CZECH REPUBLIC:
CZECH PERCEPTIONS OF EFFECTIVE ADVERTISING
AND ADVERTISING CLUTTER
Charles R. Taylor, P. Greg Bonner and
Michael Dolezal 137
PART IV: GLOBAL ADVERTISING, SOCIAL
RESPONSIBILITY, AND COUNTRY OF ORIGIN EFFECTS
A CROSS CULTURAL EXAMINATION OF THE
ENVIRONMENTAL INFORMATION ON PACKAGING:
IMPLICATIONS FOR ADVERTISERS
Michael Jay Polonsky, Les Carlson, Andrea Prothero
and Dimitri Kapelianis 153
ADVERTISING, TECHNOLOGY, AND THE
DIGITAL DIVIDE: A GLOBAL PERSPECTIVE
Ronald Paul Hill and Kanwalroop Kathy Dhanda 175
vii
DIRECT AND INDIRECT USE OF COUNTRY OF ORIGIN
CUES FOR HYBRID AND NON HYBRID PRODUCTS
TaiWoong Yun, Wei Na Lee and Trina Sego 195
PART V: ADVERTISING IN ASIA PACIFIC
POSSESSION AND EFFECTS OF POWER IN ADVERTISING
AGENCY CLIENT RELATIONSHIPS IN SOUTH KOREA:
A MULTI LEVEL ANALYSIS
Changho Oh and Stephen Keysuk Kim 217
SELF ESTEEM, LIFE SATISFACTION AND MATERIALISM:
EFFECTS OF ADVERTISING IMAGES ON CHINESE
COLLEGE STUDENTS
Shuhua Zhou, Fei Xue and Peiqin Zhou 243
ADVERTISING COMMUNICATION IN AUSTRALIA:
A COMPARISON OF INFORMATION USED BY
AUSTRALIAN, JAPANESE AND U.S. FIRMS
Cameron James Hughes and Michael Jay Polonsky 263
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| dewey-full | 658.8/48 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
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| id | DE-604.BV014848028 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:07:57Z |
| institution | BVB |
| isbn | 0762309504 |
| language | English |
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| series | Advances in international marketing |
| series2 | Advances in international marketing |
| spelling | New directions in international advertising research ed. by Charles R. Taylor 1. ed. Amsterdam [u.a.] Jai 2002 XI, 280 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Advances in international marketing 12 Advertising -- Research Marketing research Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationaler Vergleich (DE-588)4120509-1 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Werbeforschung (DE-588)4461741-0 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Internationales Marketing (DE-588)4125431-4 s Werbung (DE-588)4065541-6 s DE-604 Internationaler Vergleich (DE-588)4120509-1 s Werbeforschung (DE-588)4461741-0 s DE-188 Taylor, Charles Raymond 1961- Sonstige (DE-588)124173500 oth Advances in international marketing 12 (DE-604)BV002716291 12 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010044721&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | New directions in international advertising research Advances in international marketing Advertising -- Research Marketing research Internationales Marketing (DE-588)4125431-4 gnd Internationaler Vergleich (DE-588)4120509-1 gnd Werbung (DE-588)4065541-6 gnd Werbeforschung (DE-588)4461741-0 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4120509-1 (DE-588)4065541-6 (DE-588)4461741-0 (DE-588)4143413-4 |
| title | New directions in international advertising research |
| title_auth | New directions in international advertising research |
| title_exact_search | New directions in international advertising research |
| title_full | New directions in international advertising research ed. by Charles R. Taylor |
| title_fullStr | New directions in international advertising research ed. by Charles R. Taylor |
| title_full_unstemmed | New directions in international advertising research ed. by Charles R. Taylor |
| title_short | New directions in international advertising research |
| title_sort | new directions in international advertising research |
| topic | Advertising -- Research Marketing research Internationales Marketing (DE-588)4125431-4 gnd Internationaler Vergleich (DE-588)4120509-1 gnd Werbung (DE-588)4065541-6 gnd Werbeforschung (DE-588)4461741-0 gnd |
| topic_facet | Advertising -- Research Marketing research Internationales Marketing Internationaler Vergleich Werbung Werbeforschung Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010044721&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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