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Global consumer culture positioning : testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles Raymond - In: Journal of international marketing 18 (2010) 2, pp. 20-34
Persistent link: https://www.econbiz.de/10003982220
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Measuring soft-sell versus hard-sell advertising appeals
Okazaki, Shintaro; Mueller, Barbara; Taylor, Charles Robert - In: Journal of advertising : official publication of the … 39 (2010) 2, pp. 5-20
Persistent link: https://www.econbiz.de/10003986759
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The impact of the lost decade on advertising in Japan : a grounded theory approach
Okazaki, Shintaro; Mueller, Barbara - In: International journal of advertising : the quarterly … 30 (2011) 2, pp. 205-232
Persistent link: https://www.econbiz.de/10009154747
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A multi-country examination of hard-sell and soft-sell advertising : comparing global consumer positioning in holistic- and analytic-thinking cultures
Okazaki, Shintaro; Mueller, Barbara; Diehl, Sandra - In: Journal of advertising research 53 (2013) 3, pp. 258-272
Persistent link: https://www.econbiz.de/10010199591
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Gender and age as factors influencing consumer responses to soft-sell ads : a multi-country comparison
Diehl, Sandra; Mueller, Barbara; Okazaki, Shintaro - In: Current insights and future trends : [extended versions …, (pp. 291-302). 2012
Persistent link: https://www.econbiz.de/10009748091
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Evolution in the usage of localised appeals in Japanese and American print advertising
Okazaki, Shintaro; Mueller, Barbara - In: International journal of advertising : the quarterly … 27 (2008) 5, pp. 771-798
Persistent link: https://www.econbiz.de/10003792529
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Global youth and mobile games: applying the extended technology acceptance model in the USA, Japan, Spain, and the Czech Republic
Okazaki, Shintaro; Skapa, Radoslav; Grande, Ildefonso - In: Cross-cultural buyer behavior, (pp. 253-270). 2007
Persistent link: https://www.econbiz.de/10003478353
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Who standardizes advertising more frequently, and why do they do so? : a comparison of US and Japanese subsidiaries' advertising practices in the European Union
Taylor, Charles Raymond; Okazaki, Shintaro - 2008
Persistent link: https://www.econbiz.de/10003656203
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Do global brands use similar executional styles across cultures? : a comparison of US and Japanese television advertising
Taylor, Charles Robert; Okazaki, Shintaro - In: Journal of advertising : official publication of the … 44 (2015) 3, pp. 276-288
Persistent link: https://www.econbiz.de/10011313242