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Keywords: Advertising media
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Journal Articles
Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2010) 27 (1): 87–107.
Published: 23 February 2010
..., and future directions. © Emerald Group Publishing Limited 2010 Advertising Advertising media Internet Consumer behaviour United States of America Romania With the rapid adoption of the internet as a powerful advertising medium, research on attitudes toward advertising has naturally...
Journal Articles
Multinational corporations and the challenge of global advertising: What do US headquarters consider important in making media‐selection decisions?
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2007) 24 (5): 563–590.
Published: 18 September 2007
...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...
Journal Articles
Relating Hofstede's masculinity dimension to gender role portrayals in advertising: A cross‐cultural comparison of web advertisements
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2007) 24 (2): 181–207.
Published: 24 April 2007
... Emerald Group Publishing Limited 2007 Worldwide web Advertising Advertising media Gender South Korea United States of America Over the past three decades numerous studies in the field of communication, marketing, psychology, sociology, and gender studies have investigated gender role...
