The growth of international business, combined with an increase in the number of service
offerings, underscores the importance of understanding effective promotional strategies for …

With the growth of worldwide e‐commerce, companies are increasingly targeting foreign
online consumers. However, there is a dearth of evidence as to whether global consumers …

Content analysis is one of the most important but complex research methodologies in the
social sciences. In this thoroughly updated Second Edition of The Content Analysis …

The pictures in television commercials, magazine advertisements and other forms of
advertising often convey meanings that cannot be expressed as well, or at all, through words …

Across cultures, do systematic differences in advertising content mirror predictable
differences in the cultures themselves? The authors designed a study to shed light on that …

Using celebrities to promote products is a popular advertising technique around the world.
However, little is known about how the implementation of celebrity endorsement varies …

This paper reports on a cross-cultural study which tests the robustness of the approach
developed by Gupta and Gould (1997) concerning use of product placements in movies …

This study develops a cross-cultural content analysis framework to examine underlying
cultural dimensions: individualism/collectivism, time orientation, relationship with nature, and …

In recent years, a wealth of literature has increased our understanding of cross-cultural
differences in advertising content. Abernethy and Franke (1996) point out a gap in literature …

In The Culturally Customized Web Site, Nitish Singh and Arun Pereira focus on cultural
aspects of international website design, honing in on three objectives:* First, to present a …