.... The purpose of this study is to examine how immigrant consumers perceive advertising appeals in the context of the consumer acculturation process. Specifically, our study focusses on the reactions of Mexican, American, and Mexican‐American consumers to puffery‐laden advertisements. Design/methodology...

...Jeryl Whitelock; John W. Cadogan; Shintaro Okazaki; Charles R. Taylor Purpose The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future...

... Cognitive maps help evaluate cross‐national differences and similarities in local markets. The emergent similarities and differences are highly meaningful for glocalizing marketing strategies, in terms of advertising, branding, and packaging. Originality/value Significant insights derived from...

...Jing Jiang; Ran Wei Purpose The purpose of this research is to study creative strategy and execution as opposed to all elements of marketing and advertising standardization. It explores the standardization model (e.g. global, glocal, local, and single case strategy) by examining the international...

... on advertising is moderated by product class (goods vs service), product category, and magazine category. Moreover, East Asians prefer contextualized ads to non‐contextualized ones, while westerners prefer non‐contextualized ads to contextualized ads. However, the effect of culture on ad attitudes may...

...Leonidas Hatzithomas; Yorgos Zotos; Christina Boutsouki Purpose The present study aims to discuss the role of Hofstede's cultural dimensions, uncertainty avoidance and individualism/collectivism, on the use of various humor types in print advertising, across culturally diverse countries. Design...

...Leonidas C. Leonidou; Constantinos N. Leonidou; Dayananda Palihawadana; Magnus Hultman Purpose Consumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green advertising practices...

...Christian Dianoux; Zdenek Linhart Purpose The paper attempts to gain a better understanding of the reasons for advertisers to use nudity in European advertising campaigns and, more precisely, whether a print ad that uses nudity is more or less effective than an ad without nudity in the Czech...

...Ying Wang; Shaojing Sun Purpose The purpose of this paper is to investigate online advertising across different cultures such as Romania and the USA. In the meantime, this paper attempts to examine the relationships among beliefs about online advertising, attitudes toward online advertising (ATOA...

...Jae Min Jung; Kawpong Polyorat; James J. Kellaris Purpose The purpose of this paper is to examine an important exception to the “value congruity hypothesis,” which holds that advertising should be more effective when it is congruent with cultural values. It documents a paradoxical “reverse...

...Stanley J. Paliwoda; Stephanie Slater; Adesegun Oyedele; Michael S. Minor; Salma Ghanem Purpose The purpose of this paper is to investigate advertising appeals and cultural values in television advertisements from newly emerging markets. Specifically, the paper hypothesizes that the advertising...

...Stanley J. Paliwoda; Stephanie Slater; Fang Liu; Hong Cheng; Jianyao Li Purpose Sex appeal has been widely used in most countries. However, little is known about consumers' responses to sex appeal advertising in different cultures. The purpose of this paper is to examine the effect of sex appeal...

... whether the relationship between familiarity and skepticism may be moderated by skepticism towards advertising in general. Design/methodology/approach A single factor experimental design with four levels of claim repetition was utilized to test the hypothesized effects between claim repetition...

... the price endings used in large matched samples of advertised prices in two countries with considerable cultural differences, the USA and Japan. Findings Although the digit 9 predominates among the rightmost digits of advertised prices in the USA the digit 8 predominates in Japan. In contrast...

...Shintaro Okazaki; Barbara Mueller; Kim‐Shyan Fam; Reinhard Grohs Purpose The purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions. Design/methodology/approach A total of 1,000 urban young adults...

...Shintaro Okazaki; Barbara Mueller; Shintaro Okazaki; Barbara Mueller Purpose The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research. Design/methodology/approach Citation analysis was performed for cross‐cultural...

...Shintaro Okazaki; Barbara Mueller; Kara Chan; Lyann Li; Sandra Diehl; Ralf Terlutter Purpose The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive. Design/methodology/approach Using culture theories about...

...Shintaro Okazaki; Barbara Mueller; Fernando Fastoso; Jeryl Whitelock Purpose This paper's objectives are firstly to systematically analyse patterns of research in international advertising standardisation (IAS) conducted among managers and secondly to suggest fruitful paths for future research...

...Shintaro Okazaki; Barbara Mueller; Ali M. Kanso; Richard Alan Nelson Purpose Despite the increasing volume of scholarly work in international advertising, media selection has received very little attention. This study seeks to address three fundamental issues in media selection for non‐domestic...

...Shintaro Okazaki; Barbara Mueller; Eunju Ko; Eunyoung Kim; Charles R. Taylor; Kyung Hoon Kim; Ie Jeong Kang Purpose To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages. Design/methodology/approach...