The strategic behaviour of international advertising agencies is studied using Yip's global strategy framework. In most cases, firms seek broad international engagement to leverage agency advantage; the development of uniform international management systems has a high priority; and "responsive"...

This study examines the citations used in the global branding literature (GBL), and evaluates the knowledge structure of this area of research to date. Our bibliometric analysis involves an examination of 120 global branding articles in business-related research. We employ multidimensional...

In recent years, European countries have faced an ever increasing levels of activities by consumerists. Much of this activity is aimed at regulating and controlling advertising. This article examines the views of advertising industry and corporate advertising executives toward this movement in...

An ever-growing literature has reported consumer bias toward national origins of products, and has explored factors that moderate such bias. Researchers have assumed, if only tacitly, that consumers are knowledgeable of brand origins, and that this knowledge is a significant influence that...