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~person:"Mueller, Barbara"
~type:"article"
~type_genre:"Aufsatz im Buch"
~type_genre:"Nachschlagewerk"
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The effects of different ad appeals in non-prescription drug advertising : a cross-cultural investigation
Koinig, Isabell
;
Diehl, Sandra
;
Mueller, Barbara
- In:
Bridging the gap between advertising academia and practice
,
(pp. 266-280)
.
2017
Persistent link: https://www.econbiz.de/10011540397
Saved in:
2
Theory advancement in international advertising : drawing on theories from strategic management and international business
Taylor, Charles Raymond
;
Okazaki, Shintaro
;
Mueller, Barbara
- In:
Advertising theory
,
(pp. 149-161)
.
2012
Persistent link: https://www.econbiz.de/10009524183
Saved in:
3
Unearthing insights into the changing nature of Japanese advertising via the grounded theory approach
Okazaki, Shintaro
;
Mueller, Barbara
- In:
Handbook of research on international advertising
,
(pp. 158-178)
.
2012
Persistent link: https://www.econbiz.de/10009513926
Saved in:
4
A procedure for the development of fictitious advertisements in multi-country research : crafting messages with hard-sell and soft-sell appeals
Diehl, Sandra
;
Okazaki, Shintaro
;
Mueller, Barbara
- In:
Breaking new ground in theory and practice
,
(pp. 463-473)
.
2011
Persistent link: https://www.econbiz.de/10009380989
Saved in:
5
A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising : empirical evidence from the US, Germany and C...
Diehl, Sandra
;
Terlutter, Ralf
;
Chan, Kara
;
Mueller, Barbara
- In:
Cutting edge international research
,
(pp. 297-312)
.
2010
Persistent link: https://www.econbiz.de/10003985205
Saved in:
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