Información General

• Autores: Shintaro Okazaki (ed. lit.)
• Editores: Cheltenham, UK : Edward Elgar, 2012
• Año de publicación: 2012
• País: Reino Unido
• Idioma: inglés
• ISBN: 978-1-84844-858-2
• Texto completo no disponible (Saber más ...)

Resumen

• 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 psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

Otros catálogos

• Red de Bibliotecas Universitarias (REBIUN)

Listado de artículos

• • PART I. LEADING THOUGHTS

    • Best practices for cross-cultural advertising research: Are the rules being followed?

      Charles R. Taylor, C. Luke Bowen

      págs. 3-19

      

    • Understanding the role of culture in advertising

      Wei-Na Lee, Jinnie Jinyoung Yoo

      págs. 20-41

      

    • Adoption of global consumer culture: The road to global brands

      Aysegül Ozsomer

      págs. 42-57

      

  • PART II. CULTURE

    • Project GLOBE and cross-cultural advertising research: Developing a theory-driven approach

      Narda R. Quigley, Mary Sully de Luque, Robert J. House

      págs. 61-87

      

    • Typologies of cultural dimensions and their applicability to international advertising

      Ralf Terlutter, Sandra Diehl, Barbara Mueller

      págs. 88-108

      

    • Culture and the mind: Implications for art, design and advertisement

      Takahiko Masuda, Huaitang Wang, Kenichi Ito, Sawa Senzaki

      págs. 109-133

      

  • PART III. RESTROSPECTIVE

    • Advertising and consumer culture in Old Shanghai

      Russell Belk, Xin Zhao

      págs. 137-157

      

    • Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach

      Shintaro Okazaki, Barbara Mueller

      págs. 158-178

      

    • Twenty years on - retailer advertising during and since the fall of the Soviet Union: Tallinna Kaubamaja, "Estonias's Departament Store"

      Brent McKenzie

      págs. 179-197

      

  • PART IV. RESEARCH METHOD

    • International advertising research: Conceptual and methodological issues

      C. Samuel Craig, Susan P. Douglas

      págs. 201-230

      

    • Sampling in international advertising research

      Louisa Ha

      págs. 231-251

      

    • Using partial least squares path modeling in advertising research: Basic concepts and recent issues

      Jorg Henseler, Christian M. Ringle, Marko Sarstedt

      págs. 252-278

      

  • PART V. THE DIGITAL INFORMATION AGE

    • International advertising theory and methodology in the digital information age

      Carolyn A. Lin

      págs. 279-302

      

    • Online advertising: A cross-cultural synthesis

      Yuping Liu-Thompkins

      págs. 303-324

      

    • The role of e-WOM in international communication

      Salvador Ruiz de Maya, María Sicilia Piñero, Inés López López, Manuela López Pérez

      págs. 325-350

      

  • PART VI. CROSS-CULTURAL COMPARISON

    • A comparative study of corporate reputation between China and developed Western countries

      Yang Zhang, Manfred Schwaiger

      págs. 353-375

      

    • Probability markers in Croatian and Belgian advertisements and tolerance for ambiguity

      Ivana Busljeta Bank, Patrick Pelsmacker

      págs. 376-397

      

    • Social media usage and responses to social media advertising in emerging and developed economies

      Shu-Chuan Chu, Sara Kamal

      págs. 398-419

      

  • PART VII. SOCIAL INTERACTION

    • Raising the golden arches: Advertising's role in the socialization of the world

      Jeffrey K. Johnson, Carrie La Ferle

      págs. 423-438

      

    • Transnational trust in advertising media

      Martin Eisend, Silke Knoll

      págs. 439-454

      

    • The relation between gender and cultural orientation and its implication for advertising

      Ashok K. Lalwani, Sharon Shavitt

      págs. 455-470

      

  • PART VIII. IMC AND THE GLOBAL MARKET

    • The importance and relevance of integrated marketing communications: A global perspective

      Philip J. Kitchen, Marwa Tourky

      págs. 473-496

      

    • Analysis of the relationship between advertisers and advertising agencies in the global market

      Hirokazu Takada, Makoto Mizuno, Ling Bith-Hong

      págs. 497-517