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Author:Taylor, C.R. (ed.)
Title:Towards stronger theory development in international advertising research
Journal:International Journal of Advertising
2010 : VOL. 29:1, p. 9-14
Index terms:international
advertising
research
theories
models
Language:eng
Abstract:This introductory article presents the contents of the titled topic.

The issue contents is the following:
"Resource-advantage theory" by D.A. Griffith and G. Yalcinkaya ;
"Global brand positioning and perceptions" by M.A. Akaka and D.L. Alden ;
"An integrated theory of global advertising" by S. Zou and Y.Z. Volz ;
"The Hofstede model" by M. de Mooij and G. Hofstede ;
"Insights from Project GLOBE" by R.J. House (et al.).
SCIMA record nr: 269291
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