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Handbook of Research on International Advertising
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.
More Information
Critical Acclaim
Contributors
Contents
More Information
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.
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.
Critical Acclaim
‘Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as complete coverage as found in this one volume.’
– Don E. Schultz, Northwestern University, US
‘An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.’
– Subhash C. Jain, University of Connecticut, US
– Don E. Schultz, Northwestern University, US
‘An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.’
– Subhash C. Jain, University of Connecticut, US
Contributors
Contributors: R. Belk, L. Bith-Hong, I. Bušljeta Banks, C.L. Bowen, S.-C. Chu, C.S. Craig, M.S. de Luque, P. De Pelsmacker, S. Diehl, S.P. Douglas, M. Eisend, L. Ha, J. Henseler, R.J. House, K. Ito, J.K. Johnson, S. Kamal, P.J. Kitchen, S. Knoll, C. La Ferle, A.K. Lalwani, W.-N. Lee, C.A. Lin, Y. Liu-Thompkins, I. López, M. López, T. Masuda, B. McKenzie, M. Mizuno, B. Mueller, A. Özsomer, S. Okazaki, N.R. Quigley, C.M. Ringle, S. Ruiz, M. Sarstedt, M. Schwaiger, S. Senzaki, S. Shavitt, M. Sicilia, H. Takada, C.R. Taylor, R. Terlutter, M. Tourky, H. Wang, J.J. Yoo, Y. Zhang, X. Zhao
Contents
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
Ayşegül Özsomer
PART II: CULTURE
4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach
Narda R. Quigley, Mary Sully de Luque and Robert J. 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 Senzaki
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. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’
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
Jörg Henseler, Christian M. Ringle and Marko Sarstedt
PART V: THE DIGITAL INFORMATION AGE
13. International Advertising Theory and Methodology in the Digital Information Age
Carolyn A. Lin
14. Online Advertising: A Cross-Cultural Synthesis
Yuping Liu-Thompkins
15. The Role of e-WOM in International Communication
Salvador Ruiz, María Sicilia, Inés López and Manuela López
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 Bušljeta 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 K. Lalwani and Sharon Shavitt
PART VIII: IMC AND THE GLOBAL MARKET
22. The Importance and Relevance of Integrated Marketing Communications: A Global Perspective
Philip J. Kitchen and Marwa Tourky
23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market
Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong
Index
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
Ayşegül Özsomer
PART II: CULTURE
4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach
Narda R. Quigley, Mary Sully de Luque and Robert J. 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 Senzaki
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. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’
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
Jörg Henseler, Christian M. Ringle and Marko Sarstedt
PART V: THE DIGITAL INFORMATION AGE
13. International Advertising Theory and Methodology in the Digital Information Age
Carolyn A. Lin
14. Online Advertising: A Cross-Cultural Synthesis
Yuping Liu-Thompkins
15. The Role of e-WOM in International Communication
Salvador Ruiz, María Sicilia, Inés López and Manuela López
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 Bušljeta 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 K. Lalwani and Sharon Shavitt
PART VIII: IMC AND THE GLOBAL MARKET
22. The Importance and Relevance of Integrated Marketing Communications: A Global Perspective
Philip J. Kitchen and Marwa Tourky
23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market
Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong
Index
