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 13: International Advertising Theory and Methodology in the Digital Information Age

Carolyn A. Lin

Extract

13 International advertising theory and methodology in the digital information age Carolyn A. Lin INTRODUCTION Over the past few decades, scholars have developed and refined a raft of theoretical frameworks and research methodologies to help provi...

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