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A Procedure for the Development of Fictitious Advertisements in Multi-country Research: Crafting Messages with Hard-sell and Soft-sell Appeals
15 references·0 citing·49 second hop
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References

  • 1998Assessing Measurement Invariance in Cross‐National Consumer Research4,759 cited
  • 1990Disjuncture and Difference in the Global Cultural Economy4,235 cited
  • 1975Journal of International Business Studies2,456 cited
  • 2002How perceived brand globalness creates brand value1,115 cited
  • 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture1,017 cited
  • 1999Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture402 cited
  • 1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals380 cited
  • 2001Cultural Values Reflected in Chinese and American Television Advertising229 cited
  • 2010Insights from Project GLOBE104 cited
  • 2009Assessing the cross-national invariance of formative measures: Guidelines for international business researchers70 cited
  • 1992Differences between American and British Television Advertising: Explanations and Implications64 cited
  • 1995Global and multinational advertising47 cited
  • 1994Comparison of business-to-business advertising27 cited
  • 1997TOWARD THE UNDERSTANDING OF ADVERTISING APPEALS IN TAIWANESE MAGAZINE ADS AND ITS IMPLICATIONS20 cited
  • 2013

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Hard Sell versus Soft Sell: A Comparison of American and British Advertising
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