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Standardized vs. specialized international advertising campaigns: What we have learned from a academic research in the 1990s
16 references·4 citing·47 second hop
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this work references cited by second hop

References

  • 1983THE GLOBALIZATION OF MARKETS3,411 cited
  • 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China1,545 cited
  • 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture1,012 cited
  • 1992The Influence of Global Marketing Standardization on Performance792 cited
  • 1998Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures560 cited
  • 1999Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture392 cited
  • 1998Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan378 cited
  • 1994Facets of Country of Origin Image: An Empirical Assessment371 cited
  • 1996Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries357 cited
  • 1993Identifying Global and Culture-Specific Dimensions of Humor in Advertising: A Multinational Analysis350 cited
  • 1996Cultural Values Reflected in Chinese and U.S. Television Commercials345 cited
  • 1993Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising in General287 cited
  • 1986Effective television advertising : a study of 1000 commercials219 cited
  • 1995

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Review of a 40‐year debate in international advertising
218 cited
  • 1992A Comparison of Print Advertisements from the United States and France217 cited
  • 1999A Multi-Country Comparison of the Drive for IMC209 cited
  • Cited by

    • 2015Gender Stereotypes in Spanish- and English-Language Television Advertisements in the United States24 cited
    • 2016The Ins and Outs of Business and Professional Discourse Research19 cited
    • 2016Why are there cross-national differences in response to comparative advertising?: some mediators15 cited
    • 2009Cross Cultural Difference Between Online Shoppers in London and Bangkok.9 cited