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  • 1
    Online Resource
    Online Resource
    Measurement and research methods in international marketing (2011)
    Bingley, U.K. :Emerald,
    Details
    UID:
    almahu_9949069062502882
    Format: 1 online resource (xi, 239 p.) : , ill.
    ISBN: 9781780520957 (electronic bk.) :
    Series Statement: Advances in international marketing, v. 22
    Content: Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining measurement and research methodology in an international marketing context. Written by a group of internationally renowned scholars, the papers address a broad range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. Others focus on the development and application of novel research methods, for example in the context of marketing efficiency measurement or international market segmentation. Collectively, the papers in this volume substantially further marketing knowledge and provide fruitful avenues for future research. As such, this volume is an invaluable asset to researchers, students and practitioners in this particular field.
    Note: Introduction : measurement and research methods in international marketing / Marko Sarstedt, Manfred Schwaiger, Charles R. Taylor -- Using formative measures in international marketing models : a cautionary tale using consumer animosity as an example / Adamantios Diamantopoulos, Petra Riefler -- Difference scores, analysis levels, and the (mis)interpretation of cultural distance / George R. Franke, John S. Hill, Jase Ramsey, R. Glenn Richey -- The role of response formats on extreme response style : a case of Likert-type vs. semantic differential scales / Joseph F. Rocereto, Marina Puzakova, Rolph E. Anderson, Hyokjin Kwak -- A multicountry advertising research framework : lessons learned from testing global consumer culture positioning / Shintaro Okazaki, Barbara Mueller, Sandra Diehl -- Stochastic frontier estimation in international marketing research : exploring untapped opportunities / Matthew E. Sarkees, Ryan Luchs -- Marketing accountability : applying data envelopment analysis to assess the impact of advertising efficiency on shareholder value / Sascha Raithel, Sebastian Scharf, Charles R. Taylor, Manfred Schwaiger, Lorenz Zimmermann -- The state of methodological practice in international marketing research / Charles R. Taylor, C. Luke Bowen, Hae-Kyong Bang -- Assessing heterogeneity in customer satisfaction studies : across industry similarities and within industry differences / Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan -- Multigroup analysis in partial least squares (PLS) path modeling : alternative methods and empirical results / Marko Sarstedt, Jörg Henseler, Christian M. Ringle -- Introduction to section II : regular articles / Shaoming Zou -- Consumer complicity across emerging markets / Peggy E. Chaudhry, Ronald Paul Hill, Stephen A. Stumpf, Goksel Yalcinkaya.
    Additional Edition: ISBN 9781780520940
    Language: English
    Subjects: Economics
    RVK:
    QP 680
    URL: https://www.emerald.com/insight/publication/doi/10.1108/S1474-7979(2011)22
    URL: Volltext  (URL des Erstveröffentlichers)
    URL: lizenzpflichtig
    URL: lizenzpflichtig
    URL: Volltext  (lizenzpflichtig)
    URL: Volltext
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Online Access
    Stabi Berlin
    HU Berlin
    UB Potsdam
    HTW Berlin
    BTU Cottbus
  • 2
    Online Resource
    Online Resource
    Cross-cultural buyer behavior (2007)
    Amsterdam ; : Elsevier JAI,
    Details
    UID:
    almahu_9949068955302882
    Format: 1 online resource (xv, 292 p.) : , ill.
    ISBN: 9781849504850 (electronic bk.) : , 1849504857 (electronic bk.) :
    Series Statement: Advances in international marketing, v. 18
    Content: The theme of this issue is international buyer behavior. The papers collected in this volume contribute to theory development and contain important implications for managers and policy makers. With chapters written by leading marketing scholars from around the world, including current and/or former Presidents of the American Academy of Advertising, the European Academy of Advertising, and the Korea Advertising Society, this volume focuses on cutting edge issues that affect buyer behavior in an international context. The first of the four sections of the book focuses on a controversial topic: the impact of direct to consumer prescription drug advertising on consumers. Next is a group of papers that looks at the role of emotions in advertising and retailing contexts and their impact on buyers. The third section of the book examines cultural factors as they pertain to buyer behavior in multiple contexts, including explaining apparently paradoxical buyer behavior among Koreans and examining drivers of satisfaction with industrial goods across markets. The final set of chapters examines a truly hot topic in international buyer behavior research: interactive marketing in international contexts. Papers in these chapters examine current issues such as developing loyalty to on-line communities, reactions to mobile gaming and banner advertisements, and cross-national differences in website structure.
    Note: Introduction: cross-cultural issues in buyer behavior / Charles R. Taylor, Doo-Hee Lee -- Does DTC prescription drug advertising provide information or create market power: evidence from the U.S. and New Zealand / Charles R. Taylor, Michael L. Capella, John C. Kozup -- Skepticism toward pharmaceutical advertising in the U.S. and Germany / Sandra Diehl, Barbara Mueller and Ralf Terlutter -- The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity / Wim Janssens, Patrick De Pelsmacker, and Marcel Weverbergh -- Emotional responses: a new paradigm in communication research / Flemming Hansen, Sverre Riis Christensen, Steen Lundsteen, and Larry Percy -- "Trading up": a consumption value approach / Eunju Ko, Heewon Sung -- The we-me culture: marketing to Korean consumers / Dae-Ryun Chang -- Do the little emperors rule? comparing informativeness and appeal types in Chinese vs. American and French magazine advertising / Lu Zheng, Joseph E. Phelps, Yorgo Pasadeos, and Shuhua Zhou -- The drivers of customer satisfaction with industrial goods an international study / Fabian Festge and Manfred Schwaiger -- The exposure effect of unclicked banner advertisements: a Korean perspective / Hee-Sook Yoon and Doo Hee Lee -- Website evaluation factors and virtual community loyalty in Korea / Kyung Hoon Kim and Yong Man Jung -- Global youth and mobile games: applying the extended technology acceptance model in the U.S.A., Japan, Spain, and the Czech Republic / Shintaro Okazaki, Radoslav Skapa, and Ildefonso Grande -- An empirical classification of web site structure: a cross-national comparison / Koo Won Suh, Charles R. Taylor and Doo Hee Lee.
    Additional Edition: Print version: Cross-cultural buyer behavior. Amsterdam ; Oxford : Elsevier JAI, 2007 ISBN 9780762314126
    Additional Edition: ISBN 0762314125
    Language: English
    URL: https://www.emerald.com/insight/publication/doi/10.1016/S1474-7979(2007)18
    URL: Volltext  (URL des Erstveröffentlichers)
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Online Access
    HU Berlin
    HTW Berlin
    BTU Cottbus
  • 3
    Online Resource
    Online Resource
    New directions in international advertising research (2002)
    Amsterdam ; : JAI,
    Details
    UID:
    almahu_9949068970502882
    Format: 1 online resource (xi, 280 p.) : , ill.
    ISBN: 9781849501675 (electronic bk.) : , 184950167X (electronic bk.) :
    Series Statement: Advances in international marketing, v. 12
    Content: This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners.
    Note: Introduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid cross-cultural research results in content analysis / Gordon E. Miracle, Hae-Kyong Bang -- Towards the development of a scalar equivalent etic / Michael T. Ewing, Albert Caruana, Andy Teo -- Standardized vs. specialized international advertising campaigns: what we have learned from a academic research in the 1990s / Charles R. Taylor, Chad M. Johnson -- The association between process and program advertising standardization: an illustration of U.S. multinationals operating in India / Aruna Chandra, David A. Griffith, John K. Ryans -- Marketing/advertising concepts and principles in the international context: universal or unique? / Sak Onkvisit, John J. Shaw -- Creating a positive brand image with a local adaptation advertising strategy: the Hyundai Santa Fe / Mary Anne Raymond, Jong Won Lim -- Emotional and rational advertising messages in positive and negative Polish media contexts / Patrick De Pelsmacker, Dominika Maison, Maggie Geuens -- Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter / Charles R. Taylor, P. Greg Bonner, Michael Dolezal -- A cross-cultural examination of the environmental information on packaging: implications for advertisers / Michael Jay Polonsky, Les Carlson, Andrea Prothero, Dimitri Kapelianis -- Advertising, technology, and the digital divide: a global perspective / Ronald Paul Hill, Kanwalroop Kathy Dhanda -- Direct and indirect use of country of origin cues for hybrid and non-hybrid products / TaiWoong Yun, Wei-Na Lee, Trina Sego -- Possession and effects of power in advertising agency-client relationships in South Korea: a multi-level analysis / Changho Oh, Stephen Keysuk Kim -- Self-esteem, life-satisfaction and materialism: effects of advertising images on Chinese college students / Shuhua Zhou, Fei Xue, Peiqin Zhou -- Advertising communication in Australia: a comparison of information used by Australian, Japanese and U.S. firms / Cameron James Hughes, Michael Jay Polonsky.
    Additional Edition: Print version: New directions in international advertising research. Amsterdam ; Boston : JAI, 2002 ISBN 0762309504
    Language: English
    Subjects: Economics
    RVK:
    QP 680
    Keywords: Aufsatzsammlung
    URL: https://www.emerald.com/insight/publication/doi/10.1016/S1474-7979(2002)12
    URL: Volltext  (URL des Erstveröffentlichers)
    Library Location Call Number Volume/Issue/Year Availability
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    Online Resource
    Online Access
    HU Berlin
    HTW Berlin
    BTU Cottbus
  • 4
    Book
    Book
    The Sage handbook of marketing ethics (2021)
    Los Angeles : SAGE reference
    Details
    UID:
    b3kat_BV047066836
    Format: xviii, 552 Seiten , Illustrationen, Diagramme
    ISBN: 9781529709292
    Additional Edition: Erscheint auch als Online-Ausgabe ISBN 978-1-5297-3767-7
    Additional Edition: Erscheint auch als Online-Ausgabe ISBN 978-1-5297-3972-5
    Language: English
    Subjects: Economics
    RVK:
    QP 600
    Keywords: Marketing ; Ethik ; Aufsatzsammlung ; Handbuch ; Aufsatzsammlung
    URL: Inhaltsverzeichnis
    URL: Inhaltsverzeichnis
    Library Location Call Number Volume/Issue/Year Availability
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    Book
    Stabi Berlin get availability status
    EUV Frankfurt get availability status
  • 5
    Book
    Book
    New directions in international advertising research / (2002)
    Amsterdam [u.a.] :Jai,
    Details
    UID:
    almafu_BV014848028
    Format: XI, 280 S. : graph. Darst.
    Edition: 1. ed.
    ISBN: 0-7623-0950-4
    Series Statement: Advances in international marketing 12
    Language: English
    Subjects: Economics
    RVK:
    QP 680
    Keywords: Internationales Marketing ; Werbung ; Werbung ; Internationaler Vergleich ; Internationales Marketing ; Werbeforschung ; Aufsatzsammlung ; Aufsatzsammlung
    URL: http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010044721&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
    URL: Inhaltsverzeichnis
    Library Location Call Number Volume/Issue/Year Availability
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    Book
    FU Berlin get availability status
    EUV Frankfurt get availability status
  • 6
    Book
    Book
    Cross-cultural buyer behavior / (2007)
    Bingley [u.a.] :Emerald,
    Details
    UID:
    almafu_BV022442351
    Format: XV, 292 S. : , graph. Darst.
    ISBN: 978-0-7623-1412-6
    Series Statement: Advances in international marketing 18
    Language: English
    Subjects: Economics
    RVK:
    QP 680
    RVK:
    QW 300
    Keywords: Verbraucherverhalten ; Internationaler Vergleich ; Verbraucherverhalten ; Kulturvergleich ; Aufsatzsammlung ; Aufsatzsammlung
    URL: http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015650380&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
    URL: Inhaltsverzeichnis
    Library Location Call Number Volume/Issue/Year Availability
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    Book
    FU Berlin get availability status
    EUV Frankfurt get availability status
  • 7
    Online Resource
    Online Resource
    New directions in international advertising research (2002)
    Amsterdam : JAI
    Details
    UID:
    gbv_661525848
    Format: Online-Ressource
    Edition: Online-Ausg. Online-Ausg
    ISBN: 9781849501675 , 184950167X
    Series Statement: Advances in international marketing 12
    Content: This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners
    Content: Introduction: new directions in international advertising research / Charles R. Taylor -- Achieving reliable and valid cross-cultural research results in content analysis / Gordon E. Miracle, Hae-Kyong Bang -- Towards the development of a scalar equivalent etic / Michael T. Ewing, Albert Caruana, Andy Teo -- Standardized vs. specialized international advertising campaigns: what we have learned from a academic research in the 1990s / Charles R. Taylor, Chad M. Johnson -- The association between process and program advertising standardization: an illustration of U.S. multinationals operating in India / Aruna Chandra, David A. Griffith, John K. Ryans -- Marketing/advertising concepts and principles in the international context: universal or unique? / Sak Onkvisit, John J. Shaw -- Creating a positive brand image with a local adaptation advertising strategy: the Hyundai Santa Fe / Mary Anne Raymond, Jong Won Lim -- Emotional and rational advertising messages in positive and negative Polish media contexts / Patrick De Pelsmacker, Dominika Maison, Maggie Geuens -- Advertising in the Czech Republic: Czech perceptions of effective advertising and advertising clutter / Charles R. Taylor, P. Greg Bonner, Michael Dolezal -- A cross-cultural examination of the environmental information on packaging: implications for advertisers / Michael Jay Polonsky, Les Carlson, Andrea Prothero, Dimitri Kapelianis -- Advertising, technology, and the digital divide: a global perspective / Ronald Paul Hill, Kanwalroop Kathy Dhanda -- Direct and indirect use of country of origin cues for hybrid and non-hybrid products / TaiWoong Yun, Wei-Na Lee, Trina Sego -- Possession and effects of power in advertising agency-client relationships in South Korea: a multi-level analysis / Changho Oh, Stephen Keysuk Kim -- Self-esteem, life-satisfaction and materialism: effects of advertising images on Chinese college students / Shuhua Zhou, Fei Xue, Peiqin Zhou -- Advertising communication in Australia: a comparison of information used by Australian, Japanese and U.S. firms / Cameron James Hughes, Michael Jay Polonsky. - This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising research as well as international advertising practitioners
    Note: Includes bibliographical references , Enth. 14 Beitr , Online-Ausg.
    Additional Edition: ISBN 0762309504
    Additional Edition: Erscheint auch als Druck-Ausgabe New directions in international advertising research Amsterdam [u.a.] : JAI, 2002 ISBN 0762309504
    Language: English
    Subjects: Economics
    RVK:
    QP 680
    Keywords: Internationales Marketing ; Werbung ; Aufsatzsammlung ; Aufsatzsammlung
    DOI: 10.1016/S1474-7979(2002)12
    URL: lizenzpflichtig
    URL: lizenzpflichtig
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Online Resource
    Open Access Request
    Stabi Berlin
    UB Potsdam
  • 8
    Online Resource
    Online Resource
    Cross-cultural buyer behavior (2007)
    Amsterdam : Elsevier JAI
    Details
    UID:
    gbv_1650785941
    Format: Online-Ressource
    Edition: Online-Ausg.
    ISBN: 9781849504850 , 1849504857
    Series Statement: Advances in international marketing 1474-7979 v. 18 v. 18
    Content: Introduction: cross-cultural issues in buyer behavior / Charles R. Taylor, Doo-Hee Lee -- Does DTC prescription drug advertising provide information or create market power: evidence from the U.S. and New Zealand / Charles R. Taylor, Michael L. Capella, John C. Kozup -- Skepticism toward pharmaceutical advertising in the U.S. and Germany / Sandra Diehl, Barbara Mueller and Ralf Terlutter -- The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity / Wim Janssens, Patrick De Pelsmacker, and Marcel Weverbergh -- Emotional responses: a new paradigm in communication research / Flemming Hansen, Sverre Riis Christensen, Steen Lundsteen, and Larry Percy -- "Trading up": a consumption value approach / Eunju Ko, Heewon Sung -- The we-me culture: marketing to Korean consumers / Dae-Ryun Chang -- Do the little emperors rule? comparing informativeness and appeal types in Chinese vs. American and French magazine advertising / Lu Zheng, Joseph E. Phelps, Yorgo Pasadeos, and Shuhua Zhou -- The drivers of customer satisfaction with industrial goods an international study / Fabian Festge and Manfred Schwaiger -- The exposure effect of unclicked banner advertisements: a Korean perspective / Hee-Sook Yoon and Doo Hee Lee -- Website evaluation factors and virtual community loyalty in Korea / Kyung Hoon Kim and Yong Man Jung -- Global youth and mobile games: applying the extended technology acceptance model in the U.S.A., Japan, Spain, and the Czech Republic / Shintaro Okazaki, Radoslav Skapa, and Ildefonso Grande -- An empirical classification of web site structure: a cross-national comparison / Koo Won Suh, Charles R. Taylor and Doo Hee Lee
    Content: The theme of this issue is international buyer behavior. The papers collected in this volume contribute to theory development and contain important implications for managers and policy makers. With chapters written by leading marketing scholars from around the world, including current and/or former Presidents of the American Academy of Advertising, the European Academy of Advertising, and the Korea Advertising Society, this volume focuses on cutting edge issues that affect buyer behavior in an international context. The first of the four sections of the book focuses on a controversial topic: the impact of direct to consumer prescription drug advertising on consumers. Next is a group of papers that looks at the role of emotions in advertising and retailing contexts and their impact on buyers. The third section of the book examines cultural factors as they pertain to buyer behavior in multiple contexts, including explaining apparently paradoxical buyer behavior among Koreans and examining drivers of satisfaction with industrial goods across markets. The final set of chapters examines a truly hot topic in international buyer behavior research: interactive marketing in international contexts. Papers in these chapters examine current issues such as developing loyalty to on-line communities, reactions to mobile gaming and banner advertisements, and cross-national differences in website structure
    Note: Includes bibliographical references
    Additional Edition: ISBN 9780762314126
    Additional Edition: Erscheint auch als Druck-Ausgabe ISBN 9780762314126
    Language: English
    DOI: 10.1016/S1474-7979(2007)18
    URL: lizenzpflichtig
    URL: lizenzpflichtig
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
    Online Resource
    Open Access Request
    Stabi Berlin
    UB Potsdam
  • 9
    Book
    Book
    Financing Eastern Europe : a study group report (1991)
    Washington, DC :Group of Thirty,
    Details
    UID:
    almafu_BV006604243
    Format: xi, 203 Seiten.
    Note: Zsfassung in tschech., ungar. und poln. Sprache
    Language: Hungarian
    Subjects: Economics
    RVK:
    QG 470
    Keywords: Finanzierung ; Wirtschaftsreform ; Finanzpolitik ; Wirtschaftsreform ; Kapitalbedarf
    URL: http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=004218435&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
    URL: Inhaltsverzeichnis
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  • 10
    Book
    Book
    Humor in advertising : classic perspectives and new insights (2021)
    London and New York :Routledge, Taylor & Francis Group,
    Details
    UID:
    almafu_BV047380807
    Format: xii, 237 Seiten : , Illustrationen.
    ISBN: 978-0-367-72263-0 , 978-0-367-72261-6
    Additional Edition: Erscheint auch als Online-Ausgabe ISBN 978-1-003-15410-5
    Language: English
    Subjects: Economics
    RVK:
    QP 632
    Keywords: Werbung ; Humor ; Erfolgsfaktor ; Aufsatzsammlung
    URL: Inhaltsverzeichnis
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