000 04510nam a2200541Ka 4500
001 ocn646899488
003 OCoLC
005 20210303085417.0
006 m d
007 cr un|||||||||
008 100712s2002 ne a ob 000 0 eng d
020 _a9781849501675 (electronic bk.) :
_c£70.95 ; € 102.95 ; $131.95
020 _a184950167X (electronic bk.) :
_c£70.95 ; € 102.95 ; $131.95
020 _z9780762309504 (hbk.)
020 _z0762309504 (hbk.)
040 _aZJC
_beng
_cZJC
050 1 4 _aHF5823
_b.N49 2002
072 7 _aKJSA
_2bicssc
072 7 _aKNTY
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aKJK
_2bicssc
072 7 _aBUS002000
_2bisacsh
072 7 _aBUS043030
_2bisacsh
080 _a339.5
082 0 4 _a659.1072
_222
245 0 0 _aNew directions in international advertising research
_h[electronic resource] /
_cedited by Charles R. Taylor.
260 _aAmsterdam ;
_aBoston :
_bJAI,
_c2002.
300 _a1 online resource (xi, 280 p.) :
_bill.
490 1 _aAdvances in international marketing,
_x1474-7979 ;
_vv. 12
504 _aIncludes bibliographical references.
505 0 _aIntroduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid cross-cultural research results in content analysis / Gordon E. Miracle, Hae-Kyong Bang -- Towards the development of a scalar equivalent etic / Michael T. Ewing, Albert Caruana, Andy Teo -- Standardized vs. specialized international advertising campaigns: what we have learned from a academic research in the 1990s / Charles R. Taylor, Chad M. Johnson -- The association between process and program advertising standardization: an illustration of U.S. multinationals operating in India / Aruna Chandra, David A. Griffith, John K. Ryans -- Marketing/advertising concepts and principles in the international context: universal or unique? / Sak Onkvisit, John J. Shaw -- Creating a positive brand image with a local adaptation advertising strategy: the Hyundai Santa Fe / Mary Anne Raymond, Jong Won Lim -- Emotional and rational advertising messages in positive and negative Polish media contexts / Patrick De Pelsmacker, Dominika Maison, Maggie Geuens -- Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter / Charles R. Taylor, P. Greg Bonner, Michael Dolezal -- A cross-cultural examination of the environmental information on packaging: implications for advertisers / Michael Jay Polonsky, Les Carlson, Andrea Prothero, Dimitri Kapelianis -- Advertising, technology, and the digital divide: a global perspective / Ronald Paul Hill, Kanwalroop Kathy Dhanda -- Direct and indirect use of country of origin cues for hybrid and non-hybrid products / TaiWoong Yun, Wei-Na Lee, Trina Sego -- Possession and effects of power in advertising agency-client relationships in South Korea: a multi-level analysis / Changho Oh, Stephen Keysuk Kim -- Self-esteem, life-satisfaction and materialism: effects of advertising images on Chinese college students / Shuhua Zhou, Fei Xue, Peiqin Zhou -- Advertising communication in Australia: a comparison of information used by Australian, Japanese and U.S. firms / Cameron James Hughes, Michael Jay Polonsky.
520 _aThis 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.
588 _aDescription based on print version record.
650 0 _aAdvertising
_xResearch.
650 0 _aAdvertising
_vCross-cultural studies.
650 0 _aMarketing research.
650 7 _aAdvertising.
_2bicssc
650 7 _aAdvertising industry.
_2bicssc
650 7 _aMarket research.
_2bicssc
650 7 _aInternational business.
_2bicssc
650 7 _aBusiness & Economics
_xAdvertising & Promotion.
_2bisacsh
650 7 _aBusiness & Economics
_xInternational
_xMarketing.
_2bisacsh
700 1 _aTaylor, Charles R.,
_d1961-
776 0 8 _iPrint version:
_tNew directions in international advertising research.
_dAmsterdam ; Boston : JAI, 2002
_z0762309504
_w(DLC) 2002029980
_w(OCoLC)50447908
830 0 _aAdvances in international marketing ;
_vv. 12.
856 4 0 _uhttps://www.emerald.com/insight/publication/doi/10.1016/S1474-7979(2002)12
913 _1BMEbacklist
999 _c32033
_d32033