Recent years have seen increasing interest in the consequences of culture for global
marketing and advertising. Many recent studies point at the necessity of adapting branding …

Does globalization mean the end of the nation state? Or are nation states able to respond to
processes of global change? This impressively comprehensive book examines the …

This paper reviews the contributions of qualitative methods to the development of
advertising as represented within the Journal of Advertising Research over the last 50 years …

In expanding their market to the global level with clear and consistent global brand images
across nations, marketers are ever confronting the issue of how to deal with different cultural …

As a new form of advertising, augmented reality (AR) advertising offers a unique opportunity
to study how new technology-facilitated ad campaigns are constructed across cultures. This …

Online social networlù in general and Facehook, as the biggest network, in particular,
became a very attractive platform for many companies in the last couple of years. Mo. st …

Adverting standardization has been widely discussed since 1990s. Recently, this discussion
has been extended to mobile advertising. When it comes to adopt a standardization or …

There is no universal pattern of consumer complaint behavior as individual consumers from
different cultures have diverse needs and expectations when they complain. This study …

Cross-cultural marketing is an important element of the contemporary business environment.
Many conventional accounts of the topic have conflated cross-cultural and cross-national …

Purpose–In 2005, the European Union launched a four‐year antismoking television
advertising campaign across its 25 Member States. This study aims to evaluate the second …