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| Tekijä: | Precourt, G. (editor) |
| Otsikko: | Editorial: The multi-cultural mandate |
| Lehti: | Journal of Advertising Research
2010 : SEP, VOL. 50:3, p. 227-228 |
| Asiasana: | internet advertising race relations consumer research marketing strategy public services electronic commerce brand names brand choice |
| Vapaa asiasana: | durable goods |
| Kieli: | eng |
| Tiivistelmä: | Introduction to the special issue, containing the following articles: "A tale of two social contexts: Race-specific testimonials on commercial web sites" by T. Elias and O. Appiah "The power of theme and language in multi-cultural communities: which tobacco prevention messages are most persuasive to Mexican-American youth?" by K. Kelly (et. al) "The influence of ethnic identification in digital advertising: how hispanic Americans' response to pop-up, e-mail and banner advertising affects online purchase intentions" by E.P. Becerra and P.K. Korgaonkar "The interactive authority of brand web sites: a new tool provides new insights" by H. Voorveld, P. Neijens and E. Smit "Cutting edges: listening-led marketing science, media strategies and organizations" by S.D. Rappaport "Colors, brands and trademarks: the marketing (and legal) problem of establishing distinctiveness" by J. Hoek and P. Gendall "Why modeling averages is not good enough: a critique of the law of double jeopardy" by M. Bongers and J. Hofmeyr |
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