000			03983nam a2200313Ia 4500
999			_c230918 _d230918
001			313129
005			20180921125701.0
008			130323s2012 maua b 000 0 eng d
010			_a 2011932885
020			_a9781848448582 (hardback)
040			_aDLC _cDLC _bspa _erda
245	0	0	_aHandbook of research on international advertising / _c[edited by] Shintaro Okazaki.
260			_aNorthampton, Mass. : _bEdward Elgar , _c2012.
300			_axxiii, 543 pages _billustrations _c24 centimeters.
336			_btxt
337			_2rdamedia _bn
338			_2rdacarrier _bnc
500			_aThe Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising.
504			_aIncludes bibliographical references and index.
505	0		_aCover; 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.
520	0		_aThe 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.
700	1	0	_aOkazaki, Shintaro _d1928- _9259814
050	0	0	_aHF5814 .H36 2012
082			_a659.1072 _bH2361 _223
650	0	0	_aAdvertising _xResearch. _947734 _2LEMB
650		0	_aMarketing research _9131175 _2Local
650	0	0	_aBusiness _967210 _2Local
942			_2lcc _c6 _hHF 5814 .H36 2012 _kHF 5814 _m.H36 2012