Handbook of Research on International Advertising

Edited by Shintaro Okazaki, Professor of Marketing, Department of Management, King’s College London, UK

’An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.’ - Subhash C. Jain, University of Connecticut, US

• Contents:ForewordPrefacePART I: LEADING THOUGHTS1. Best Practices for Cross-Cultural Advertising Research: Are the Rules Being Followed?Charles R. Taylor and C. Luke Bowen2. Understanding the Role of Culture in AdvertisingWei-Na Lee and Jinnie Jinyoung Yoo3. Adoption of Global Consumer Culture: The Road to Global BrandsAyşegül ÖzsomerPART II: CULTURE4. Project GLOBE and Cross-cultural Advertising Research: Developing a Theory-driven ApproachNarda R. Quigley, Mary Sully de Luque and Robert J. House5. Typologies of Cultural Dimensions and their Applicability to International AdvertisingRalf Terlutter, Sandra Diehl and Barbara Mueller6. Culture and the Mind: Implications for Art, Design and AdvertisementTakahiko Masuda, Huaitang Wang, Kenichi Ito and Sawa SenzakiPART III: RETROSPECTIVE7. Advertising and Consumer Culture in Old Shanghai Russell Belk and Xin Zhao8. Unearthing Insights into the Changing Nature of Japanese Advertising via the Grounded Theory ApproachShintaro Okazaki and Barbara Mueller9. Twenty Years On – Retailer Advertising During and Since the Fall of the Soviet Union: Tallinna Kaubamaja, ‘Estonia’s Department Store’Brent McKenziePART IV: RESEARCH METHOD10. International Advertising Research: Conceptual and Methodological IssuesC. Samuel Craig and Susan P. Douglas11. Sampling in International Advertising ResearchLouisa Ha12. Using Partial Least Squares Path Modeling in Advertising Research: Basic Concepts and Recent IssuesJörg Henseler, Christian M. Ringle and Marko SarstedtPART V: THE DIGITAL INFORMATION AGE13. International Advertising Theory and Methodology in the Digital Information AgeCarolyn A. Lin 14. Online Advertising: A Cross-Cultural SynthesisYuping Liu-Thompkins15. The Role of e-WOM in International CommunicationSalvador Ruiz, María Sicilia, Inés López and Manuela LópezPART VI: CROSS-CULTURAL COMPARISON16. A Comparative Study of Corporate Reputation between China and Developed Western CountriesYang Zhang and Manfred Schwaiger17. Probability Markers in Croatian and Belgian Advertisements and Tolerance for AmbiguityIvana Bušljeta Banks and Patrick De Pelsmacker18. Social Media Usage and Responses to Social Media Advertising in Emerging and Developed EconomiesShu-Chuan Chu and Sara KamalPART VII: SOCIAL INTERACTION19. Raising the Golden Arches: Advertising’s Role in the Socialization of the WorldJefferey K. Johnson and Carrie La Ferle20. Transnational Trust in Advertising MediaMartin Eisend and Silke Knoll21. The Relation between Gender and Cultural Orientation and its Implications for AdvertisingAshok K. Lalwani and Sharon ShavittPART VIII: IMC AND THE GLOBAL MARKET22. The Importance and Relevance of Integrated Marketing Communications: A Global PerspectivePhilip J. Kitchen and Marwa Tourky23. Analysis of the Relationship between Advertisers and Advertising Agencies in the Global MarketHirokazu Takada, Makoto Mizuno and Ling Bith-Hong Index