Handbook of Research on International Advertising
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Handbook of Research on International Advertising

Edited by Shintaro Okazaki

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.
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Chapter 4: Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven Approach

Narda R. Quigley, Mary Sully de Luque and Robert J. House

Extract

4 Project GLOBE and cross-cultural advertising research: developing a theory-driven approach Narda R. Quigley, Mary Sully de Luque and Robert J. House INTRODUCTION In their 2007 review, Okazaki and Mueller found that cultural values were the most ...

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