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A multicountry advertising research framework : lessons learned from testing global consumer culture positioning

Okazaki, Shintaro; Mueller, Barbara; Diehl, Sandra - In: Measurement and research methods in international marketing, (pp. 73-96). 2011

Persistent link: https://www.econbiz.de/10009377923

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

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

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

Cross‐cultural advertising research: where we have been and where we need to go

Okazaki, Shintaro; Mueller, Barbara - In: International Marketing Review 24 (2007) 5, pp. 499-518

Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research. Design/methodology/approach – Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business...

Persistent link: https://www.econbiz.de/10014827398

Consumers' response to offensive advertising: a cross cultural study

Chan, Kara; Li, Lyann; Diehl, Sandra; Terlutter, Ralf - In: International Marketing Review 24 (2007) 5, pp. 606-628

Purpose – The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive. Design/methodology/approach – Using culture theories about information context, individualism and feminine consciousness, the paper hypothesizes...

Persistent link: https://www.econbiz.de/10014827403

The cultural dimension of assertiveness in cross-cultural advertising: The perception and evaluation of assertive advertising appeals

Terlutter, Ralf; Diehl, Sandra; Mueller, Barbara - In: International journal of advertising : the quarterly … 29 (2010) 3, pp. 369-401

Persistent link: https://www.econbiz.de/10008448187

Consumer responses towards non-prescription and prescription drug advertising in the US and Germany: They don't really like it, but they do believe it

Diehl, Sandra; Mueller, Barbara; Terlutter, Ralf - In: International journal of advertising : the quarterly … 27 (2008) 1, pp. 99-132

Persistent link: https://www.econbiz.de/10008124834

A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising : empirical evidence from the US, Germany and China (Hong Kong)

Diehl, Sandra; Terlutter, Ralf; Chan, Kara; Mueller, Barbara - In: Cutting edge international research, (pp. 297-312). 2010

Persistent link: https://www.econbiz.de/10003985205

The cultural dimension of assertiveness in cross-cultural advertising : the perception and evaluation of assertive advertising appeals

Terlutter, Ralf; Diehl, Sandra; Mueller, Barbara - In: International journal of advertising : the quarterly … 29 (2010) 3, pp. 369-399

Persistent link: https://www.econbiz.de/10008649368