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OverviewThe 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. Full Product DetailsAuthor: Shintaro OkazakiPublisher: Edward Elgar Publishing Ltd Imprint: Edward Elgar Publishing Ltd Dimensions: Width: 15.60cm , Height: 3.00cm , Length: 23.40cm Weight: 0.860kg ISBN: 9781783476015ISBN 10: 178347601 Pages: 576 Publication Date: 28 February 2014 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: To order  Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us. Table of ContentsContents: Foreword Preface PART I: LEADING THOUGHTS 1. Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed? Charles R. Taylor and C. Luke Bowen 2. Understanding the Role of Culture in Advertising Wei-Na Lee and Jinnie Jinyoung Yoo 3. Adoption of Global Consumer Culture: The Road to Global Brands Ayşegül Özsomer PART II: CULTURE 4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach Narda R. Quigley, Mary Sully de Luque and Robert J. House 5. Typologies of Cultural Dimensions and their Applicability to International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller 6. Culture and the Mind: Implications for Art, Design and Advertisement Takahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa Senzaki PART III: RETROSPECTIVE 7. Advertising and Consumer Culture in Old Shanghai Russell Belk and Xin Zhao 8. Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory Approach Shintaro Okazaki and Barbara Mueller 9. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’ Brent McKenzie PART IV: RESEARCH METHOD 10. International Advertising Research: Conceptual and Methodological Issues C. Samuel Craig and Susan P. Douglas 11. Sampling in International Advertising Research Louisa Ha 12. Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues Jörg Henseler, Christian M. Ringle and Marko Sarstedt PART V: THE DIGITAL INFORMATION AGE 13. International Advertising Theory and Methodology in the Digital Information Age Carolyn A. Lin 14. Online Advertising: A Cross-Cultural Synthesis Yuping Liu-Thompkins 15. The Role of e-WOM in International Communication Salvador Ruiz, María Sicilia, Inés López and Manuela López PART VI: CROSS-CULTURAL COMPARISON 16. A Comparative Study of Corporate Reputation between China and Developed Western Countries Yang Zhang and Manfred Schwaiger 17. Probability Markers in Croatian and Belgian Advertisements and Tolerance for Ambiguity Ivana Bušljeta Banks and Patrick De Pelsmacker 18. Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies Shu-Chuan Chu and Sara Kamal PART VII: SOCIAL INTERACTION 19. Raising the Golden Arches: Advertising’s Role in the Socialization of the World Jefferey K. Johnson and Carrie La Ferle 20. Transnational Trust in Advertising Media Martin Eisend and Silke Knoll 21. The Relation between Gender and Cultural Orientation and its Implications for Advertising Ashok K. Lalwani and Sharon Shavitt PART VIII: IMC AND THE GLOBAL MARKET 22. The Importance and Relevance of Integrated Marketing Communications: A Global Perspective Philip J. Kitchen and Marwa Tourky 23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong IndexReviews'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as complete coverage as found in this one volume.' -- Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' -- Subhash C. Jain, University of Connecticut, US An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books. - Subhash C. Jain, University of Connecticut, US Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume. --- Don E. Schultz, Northwestern University, US 'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as complete coverage as found in this one volume.' - Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' - Subhash C. Jain, University of Connecticut, US Author InformationEdited by Shintaro Okazaki, Professor of Marketing, Department of Management, King’s College London, UK Tab Content 6Author Website:Countries AvailableAll regions |
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