New directions in international advertising research [electornic resources] / edited by Charles R. Taylor.

• 其他作者：
  • Taylor, Charles R. 1961-
• 出版： Amsterdam : JAI 2002.
• 叢書名： Advances in international marketing ,v. 12
• 主題： Advertising--Research , Advertising , Marketing research , Advertising , Advertising industry , Market research , International business , Business & Economics--Advertising & Promotion , Business & Economics--International
• ISBN： 9781849501675 、 184950167X
• URL： Connect to Emerald resource
  
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• 一般註：Includes bibliographical references 99年度中區共購共享電子書 Introduction: 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 internationaladvertising campaigns: what we have learnedfrom 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 operatingin India / Aruna Chandra, David A. Griffith, John K. Ryans -- Marketing/advertising concepts and principles inthe 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 CzechRepublic: Czech perceptions of effective advertising and advertising clutter / Charles R. Taylor, P. GregBonner, Michael Dolezal -- A cross-cultural examination of the environmental information on packaging: implications for advertisers / MichaelJay 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 o
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• 系統號： 000218963 | 機讀編目格式