International Advertising and Communication: Current Insights and Empirical Findings

Front Matter....Pages 1-1
The role of product involvement in advertising message perception and believability....Pages 3-22
Interview based STAS and the effect of print advertising....Pages 23-41
It’s all about catching the reader’s attention....Pages 43-68
The effect of the integration of different acoustic and visual stimuli depending on target groups involvement....Pages 69-88
A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods....Pages 89-105
Front Matter....Pages 107-107
Unconscious processing of advertising and its effects upon attitude and behaviour....Pages 109-121
Processing outdoor posters: product- and brand recognition in a split of a second....Pages 123-139
Rhetoric in advertising: attitudes towards schemes and tropes in text and image....Pages 141-162
A window to the consumer’s mind: application of functional brain imaging techniques to advertising research....Pages 163-178
Front Matter....Pages 179-179
Creating powerful brand names....Pages 181-197
How do marketing-events work? Marketing-events and brand attitudes....Pages 199-216
Effects of green brand communication on brand associations and attitude....Pages 217-236
Front Matter....Pages 237-237
Effects of mood and argument strength on product evaluation in a personal sales conversation....Pages 239-255
How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity....Pages 257-278
Media-based and non media-based factors influencing purchase behavior and differences due to consumers’ personality....Pages 279-300
Increasing family democracy and the implications for advertising....Pages 301-318
A gender portrayal of children’s television commercials in mainland China....Pages 319-341
Gender portrayals and the gender of nations: an extended study in Asian cultures....Pages 343-357
Front Matter....Pages 359-359
Effects of interactive and imagery-strong websites....Pages 361-377
Comparative evaluation of American brands’ websites in Europe: what do they standardise?....Pages 379-395
Front Matter....Pages 359-359
Integrated marketing communications in mobile context....Pages 397-415
Front Matter....Pages 417-417
The GLOBE study — applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research....Pages 419-438
Towards an understanding advertising standardisation in the European Union: a theoretical framework and research propositions....Pages 439-454
Assessing measurement invariance of ordinal indicators in cross-national research....Pages 455-472
Retail advertising: an empirical comparison between German and French consumers....Pages 473-487
Front Matter....Pages 489-489
The future of international advertising research: suggestions for moving the discipline forward....Pages 491-505