Editorial: Towards stronger theory development in international advertising research

Charles Ray Taylor

40 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies International Business and FDI Advertising and Communication Studies

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(2010). Editorial: Towards stronger theory development in international advertising research. International Journal of Advertising: Vol. 29, No. 1, pp. 9-14.

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References

1983Culture's Consequences: International Differences in Work-Related Values.2005Consumer Culture Theory (CCT): Twenty Years of Research 1980CULTURES CONSEQUENCES: INTERNATIONAL DIFFERENCES IN WORK RELATED VALUES 2002How perceived brand globalness creates brand value 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture 2002The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance 2008Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework 2008A Cultural Approach to Branding in the Global Marketplace

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