03983nam a2200313Ia 4500 230918 230918 313129 20180921125701.0 130323s2012 maua b 000 0 eng d 2011932885 9781848448582 (hardback) DLC DLC spa rda Handbook of research on international advertising / [edited by] Shintaro Okazaki. Northampton, Mass. : Edward Elgar , 2012. xxiii, 543 pages illustrations 24 centimeters. txt rdamedia n rdacarrier nc The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. Includes bibliographical references and index. 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. 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. Okazaki, Shintaro 1928- 259814 HF5814 .H36 2012 659.1072 H2361 23 Advertising Research. 47734 LEMB Marketing research 131175 Local Business 67210 Local lcc 6 HF 5814 .H36 2012 HF 5814 .H36 2012 0 0 lc 0 HF_5814_000000000000000__H36_2012 0 mbl 128006 12 12 7 2016-05-27 Edward Elgar 260.00 519288 0 HF5814 .H36 2012 50000003238812 2016-05-27 00:00:00 r:313129 6 0 0 ddc 0 659_107200000000000_H2361 0 evref 128011 10 10 9 2016-05-27 Amazon 260.00 504279 0 659.1072 H2361 80000002488305 2016-05-27 00:00:00 r:313129 z:Presup. 2012-13 9