The Resource Handbook of Research on International Advertising

Handbook of Research on International Advertising

Label
Handbook of Research on International Advertising
Title
Handbook of Research on International Advertising
Creator
Subject
Genre
Language
eng
Summary
The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact o
Cataloging source
EBLCP
http://library.link/vocab/creatorName
Okazaki, Shintaro
Index
index present
LC call number
HF5814
LC item number
.H26 2012eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/subjectName
  • Advertising
  • BUSINESS & ECONOMICS
  • Advertising
Label
Handbook of Research on International Advertising
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Cover; Copyright; Contents; About the editor; Contributors; Foreword; Preface; PART I LEADING THOUGHTS; 1 Best practices for cross-cultural advertising research: are the rules being followed?; 2 Understanding the role of culture in advertising; 3 Adoption of global consumer culture: the road to global brands; PART II CULTURE; 4 Project GLOBE and cross-cultural advertising research: developing a theory-driven approach; 5 Typologies of cultural dimensions and their applicability to international advertising; 6 Culture and the mind: implications for art, design and advertisement
  • PART III RETROSPECTIVE7 Advertising and consumer culture in Old Shanghai; 8 Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach; 9 Twenty years on -- retailer advertising during and since the fall of the Soviet Union: Tallinna Kaubamaja, "Estonia's Department Store"; PART IV RESEARCH METHOD; 10 International advertising research: conceptual and methodological issues; 11 Sampling in international advertising research; 12 Using partial least squares path modeling in advertising research: basic concepts and recent issues
  • PART V THE DIGITALIN FORMATION AGE13 International advertising theory and methodology in the digital information age; 14 Online advertising: a cross-cultural synthesis; 15 The role of e-WOM in international communication; PART VI CROSS-CULTURAL COMPARISON; 16 A comparative study of corporatere putation between China and developed Western countries; 17 Probability markers in Croatian and Belgian advertisements and tolerance for ambiguity; 18 Social media usage and responses to social media advertising in emerging and developed economies; PART VII SOCIAL INTERACTION
  • 19 Raising the golden arches: advertising's role in the socialization of the world20 Transnational trust in advertising media; 21 The relation between gender and cultural orientation and its implications for advertising; PART VIIII MC AND THE GLOBAL MARKET; 22 The importance and relevance of integrated marketing communications: a global perspective; 23 Analysis of the relationship between advertisers and advertising agencies in the global market; Index
Dimensions
unknown
Extent
1 online resource (576 pages)
Form of item
online
Isbn
9781781001042
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Specific material designation
remote
System control number
  • (OCoLC)779828520
  • (OCoLC)ocn779828520
Label
Handbook of Research on International Advertising
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • Cover; Copyright; Contents; About the editor; Contributors; Foreword; Preface; PART I LEADING THOUGHTS; 1 Best practices for cross-cultural advertising research: are the rules being followed?; 2 Understanding the role of culture in advertising; 3 Adoption of global consumer culture: the road to global brands; PART II CULTURE; 4 Project GLOBE and cross-cultural advertising research: developing a theory-driven approach; 5 Typologies of cultural dimensions and their applicability to international advertising; 6 Culture and the mind: implications for art, design and advertisement
  • PART III RETROSPECTIVE7 Advertising and consumer culture in Old Shanghai; 8 Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach; 9 Twenty years on -- retailer advertising during and since the fall of the Soviet Union: Tallinna Kaubamaja, "Estonia's Department Store"; PART IV RESEARCH METHOD; 10 International advertising research: conceptual and methodological issues; 11 Sampling in international advertising research; 12 Using partial least squares path modeling in advertising research: basic concepts and recent issues
  • PART V THE DIGITALIN FORMATION AGE13 International advertising theory and methodology in the digital information age; 14 Online advertising: a cross-cultural synthesis; 15 The role of e-WOM in international communication; PART VI CROSS-CULTURAL COMPARISON; 16 A comparative study of corporatere putation between China and developed Western countries; 17 Probability markers in Croatian and Belgian advertisements and tolerance for ambiguity; 18 Social media usage and responses to social media advertising in emerging and developed economies; PART VII SOCIAL INTERACTION
  • 19 Raising the golden arches: advertising's role in the socialization of the world20 Transnational trust in advertising media; 21 The relation between gender and cultural orientation and its implications for advertising; PART VIIII MC AND THE GLOBAL MARKET; 22 The importance and relevance of integrated marketing communications: a global perspective; 23 Analysis of the relationship between advertisers and advertising agencies in the global market; Index
Dimensions
unknown
Extent
1 online resource (576 pages)
Form of item
online
Isbn
9781781001042
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Specific material designation
remote
System control number
  • (OCoLC)779828520
  • (OCoLC)ocn779828520

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