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El. knyga: Handbook of Research on International Advertising

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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.

Recenzijos

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

About the editor viii
List of contributors
ix
Foreword xxi
Preface xxii
PART I LEADING THOUGHTS
1 Best practices for cross-cultural advertising research: are the rules being followed?
3(17)
Charles R. Taylor
C. Luke Bowen
2 Understanding the role of culture in advertising
20(22)
Wei-Na Lee
Jinnie Jinyoung Yoo
3 Adoption of global consumer culture: the road to global brands
42(19)
Aysegul Ozsomer
PART II CULTURE
4 Project GLOBE and cross-cultural advertising research: developing a theory-driven approach
61(27)
Narda R. Quigley
Mary Sully de Luque
Robert J. House
5 Typologies of cultural dimensions and their applicability to international advertising
88(21)
Ralf Terlutter
Sandra Diehl
Barbara Mueller
6 Culture and the mind: implications for art, design and advertisement
109(28)
Takahiko Masuda
Huaitang Wang
Kenichi Ito
Sawa Senzaki
PART III RESTROSPECTIVE
7 Advertising and consumer culture in Old Shanghai
137(21)
Russell Belk
Xin Zhao
8 Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach
158(21)
Shintaro Okazaki
Barbara Mueller
9 Twenty years on - retailer advertising during and since the fall of the Soviet Union: Tallinna Kaubamaja, "Estonia's Department Store"
179(22)
Brent McKenzie
PART IV RESEARCH METHOD
10 International advertising research: conceptual and methodological issues
201(30)
C. Samuel Craig
Susan P. Douglas
11 Sampling in international advertising research
231(21)
Louisa Ha
12 Using partial least squares path modeling in advertising research: basic concepts and recent issues
252(27)
Jorg Henseler
Christian M. Ringle
Marko Sarstedt
PART V THE DIGITAL INFORMATION AGE
13 International advertising theory and methodology in the digital information age
279(24)
Carolyn A. Lin
14 Online advertising: a cross-cultural synthesis
303(22)
Yuping Liu-Thompkins
15 The role of e-WOM in international communication
325(28)
Salvador Ruiz
Maria Sicilia
Ines Lopez
Manuela Lopez
PART VI CROSS-CULTURAL COMPARISON
16 A comparative study of corporate reputation between China and developed Western countries
353(23)
Yang Zhang
Manfred Schwaiger
17 Probability markers in Croatian and Belgian advertisements and tolerance for ambiguity
376(22)
Ivana Busljeta Banks
Patrick De Pelsmacker
18 Social media usage and responses to social media advertising in emerging and developed economies
398(25)
Shu-Chuan Chu
Sara Kamal
PART VII SOCIAL INTERACTION
19 Raising the golden arches: advertising's role in the socialization of the world
423(16)
Jeffrey K. Johnson
Carrie La Ferle
20 Transnational trust in advertising media
439(16)
Martin Eisend
Silke Knoll
21 The relation between gender and cultural orientation and its implications for advertising
455(18)
Ashok K. Lalwani
Sharon Shavitt
PART VIII IMC AND THE GLOBAL MARKET
22 The importance and relevance of integrated marketing communications: a global perspective
473(24)
Philip J. Kitchen
Marwa Tourky
23 Analysis of the relationship between advertisers and advertising agencies in the global market
497(22)
Hirokazu Takada
Makoto Mizuno
Ling Bith-Hong
Index 519
Edited by Shintaro Okazaki, Professor of Marketing, Department of Management, Kings College London, UK
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