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The Tension between Strategy and Execution: Challenges for International Advertising Research
16 references·10 citing·50 second hop
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References

  • 1979A Paradigm for Developing Better Measures of Marketing Constructs16,553 cited
  • 1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries14,463 cited
  • 1998Assessing Measurement Invariance in Cross‐National Consumer Research4,759 cited
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  • 1977Content Analysis in Consumer Research2,310 cited
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  • 2002How perceived brand globalness creates brand value1,109 cited
  • 1995Identifying Culture-Specifics in the Content and Structure of Values1,089 cited
  • 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture1,012 cited
  • 1994Reliability Measures for Qualitative Data: Theory and Implications

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958 cited
  • 2002The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance706 cited
  • Cited by

    • 2016Should we use single items? Better not63 cited
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    • 2014How to Advertise and Build Brand Knowledge Globally34 cited
    • 2019Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan25 cited
    • 2015Consumer responses to different degrees of advertising adaptation: the moderating role of national openness to foreign markets20 cited
    • 2023Online integrated marketing communication strategies of international brands: standardization vs. adaptation approaches18 cited
    • 2016Prioritizing Geo-References: A Content Analysis of the Websites of Leading Global Luxury Fashion Brands17 cited
    • 2013Cultural differences affect interactive television advertising11 cited
    • 2018Global Consumer Culture and Advertising Research9 cited
    • 2020Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica8 cited