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 on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.
Contents: Foreword Preface PART I: LEADING THOUGHTS 1. Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed? Charles R. Taylor and C. Luke Bowen 2. Understanding the Role of Culture in Advertising Wei-Na Lee and Jinnie Jinyoung Yoo 3. Adoption of Global Consumer Culture: The Road to Global Brands Aysegul Ozsomer PART II: CULTURE 4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach Narda Quigley, Mary de Luque and Robert House 5. Typologies of Cultural Dimensions and their Applicability to International Advertising Ralf Terlutter, Sandra Diehl and Barbara Mueller 6. Culture and the Mind: Implications for Art, Design, and Advertisement Takahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa Senzani PART III: RETROSPECTIVE 7. Advertising and Consumer Culture in Old Shanghai Russell Belk and Xin Zhao 8. Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory Approach Shintaro Okazaki and Barbara Mueller 9. 20 Years On: Retailer Advertising During and Since the Fall of the Soviet Union Brent McKenzie PART IV: RESEARCH METHOD 10. International Advertising Research: Conceptual and Methodological Issues C. Samuel Craig and Susan P. Douglas 11. Sampling in International Advertising Research Louisa Ha 12. Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent Issues Jorg Henseler, Christian Ringele and Marko Sarstedt PART V: DIGITAL INFORMATION AGE 13. International Advertising Theory and Methodology in the Digital Information Age Carolyn Lin 14. Online Advertising: A Cross-Cultural Synthesis Yuping Liu-Thompkins 15. The Role of E-WOM on International Communication Salvador Ruiz, Maria Sicilia, Ines Lopez and Manuela Lopez PART VI: CROSS-CULTURAL COMPARISON 16. A Comparative Study of Corporate Reputation between China and Developed Western Countries. Yang Zhang and Manfred Schwaiger 17. Probability Markers in Croatian and Belgian Advertisements and Tolerance for Ambiguity Ivana Busljeta Banks and Patrick De Pelsmacker 18. Social Media Usage and Responses to Social Media Advertising in Emerging and Developed Economies Shu-Chuan Chu and Sara Kamal PART VII: SOCIAL INTERACTION 19. Raising the Golden Arches: Advertising's Role in the Socialization of the World Jefferey K. Johnson and Carrie La Ferle 20. Transnational Trust in Advertising Media Martin Eisend and Silke Knoll 21. The Relation between Gender and Cultural Orientation and its Implications for Advertising Ashok Lalwani and Sharon Shavitt PART VIII: IMC AND GLOBAL MARKET 22. The Importance and Relevance of Integrated Marketing Communications Philip Kitchen and Marwa Tourky 23. Analysis of the Relationship between Advertisers and Advertising Agencies in Global Market Hirokazu Takada, Makoto Mizuno and Bith-Hong Ling Index
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