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New Directions in International Advertising Research : Advances in International Marketing - S. Tamer Cavusgil

New Directions in International Advertising Research

Advances in International Marketing

By: S. Tamer Cavusgil (Editor), Charles R. Taylor (Editor)


Published: 26th September 2002
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-- 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

-- Aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners

List of Contributors
Introduction - New Directions in International Advertising Researchp. 1
Achieving Reliable and Valid Cross-Cultural Research Results in Content Analysisp. 9
Towards the Development of a Scalar Equivalent Etic Multicultural Advertising Response Scale (MARS)p. 25
Standardized vs. Specialized International Advertising Campaigns: What We Have Learned from Academic Research in the 1990sp. 45
The Association Between Process and Program Advertising Standardization: An Illustration of U.S. Multinationals Operating in Indiap. 67
Marketing/Advertising Concepts and Principles in the International Context: Universal or Unique?p. 85
Creating a Positive Brand Image with a Local Adaptation Advertising Strategy: The Hyundai Santa Fep. 101
Emotional and Rational Advertising Messages in Positive and Negative Polish Media Contextsp. 121
Advertising in the Czech Republic: Czech Perceptions of Effective Advertising and Advertising Clutterp. 134
A Cross-Cultural Examination of the Environmental Information on Packaging: Implications for Advertisersp. 153
Advertising, Technology, and the Digital Divide: A Global Perspectivep. 175
Direct and Indirect Use of Country of Origin Cues for Hybrid and Non-Hybrid Productsp. 195
Possession and Effects of Power in Advertising Agency-Client Relationships in South Korea: A Multi-Level Analysisp. 217
Self-Esteem, Life-Satisfaction and Materialism: Effects of Advertising Images on Chinese College Studentsp. 243
Advertising Communication in Australia: A Comparison of Information Used by Australian, Japanese and U.S. Firmsp. 263
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780762309504
ISBN-10: 0762309504
Series: Advances in International Marketing
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 296
Published: 26th September 2002
Publisher: Emerald Publishing Limited
Country of Publication: US
Dimensions (cm): 23.2 x 16.0  x 2.7
Weight (kg): 0.56