New directions in international advertising research
著者
書誌事項
New directions in international advertising research
(Advances in international marketing : a research annual / editor, S. Tamer Cavusgil, v. 12)
JAI, 2002
大学図書館所蔵 全26件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
内容説明・目次
内容説明
This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners.
目次
- List of contributors
- Preface
- Introduction
- New directions in international advertising research
- Methodological Insights
- Achieving reliable and valid cross-cultural research results in content analysis
- Towards the development of a scalar equivalent etic Multicultural Advertising Response Scale (MARS)
- Standardization vs. Specialization Issues
- Standardized vs. specialized international advertising campaigns: What we have learned from academic research in the 1990s (C.R. Taylor, C.M. Johnson)
- The association between process and program advertising standardization: an illustration of US multinationals operating in India
- Marketing/advertising concepts and principles in the international context: universal or unique?
- Creating a positive brand image with a local adaptation advertising strategy: the Hyundai Santa Fe
- Advertising in Central/Eastern Europe
- Emotional and rational advertising messages in positive and negative Polish media contexts
- Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter
- Global Advertising, Social Responsibility, and Country of Origin Effects
- A cross-cultural examination of the environmental information on packaging: implications for advertisers
- Advertising, technology, and the digital divide: a global perspective
- Direct and indirect use of country of origin cues for hybrid and non-hybrid products
- Advertising in Asia Pacific
- Possession and effects of power in advertising agency? Client relationships in South Korea: a multi-level analysis
- Self-esteem, life-satisfaction and materialism: effects of advertising images on Chinese college students
- Advertising communication in Australia - a comparison of information used by Australian, Japanese and US firms.
「Nielsen BookData」 より