Author:
Hornikx Jos,van Meurs Frank
Publisher
Springer International Publishing
Reference73 articles.
1. Agrawal, M. (1995). Review of a 40-year debate in international advertising: Practitioner and academician perspectives to the standardization/adaptation issue. International Marketing Review, 12, 26–48.
2. Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International Journal of Advertising, 29, 37–56.
3. Alcántara-Pilar, J. M., del Barrio-García, S., Crespo-Almendros, E., & Porcu, L. (2015). A review of psycho- vs. socio-linguistic theories: An application to marketing research. In J. M. Alcántara-Pilar, S. del Barrio-García, E. Crespo-Almedros, & L. Porcu (Eds.), Analyzing the cultural diversity of consumers in the global marketplace (pp. 227–255). Hershey: IGI Global.
4. Alden, D., Steenkamp, J.-B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63, 75–87.
5. Belk, R. W., & Pollay, R. W. (1985). Materialism and status appeals in Japanese and US print advertising. International Marketing Review, 2, 38–47.