Concepedia
Statistics
Publications
32
Citations
2.1K
H-Index
21
Active since
1987
Affiliations
San Diego State University(Current)
University of Klagenfurt
Universidad Autónoma de Madrid
Villanova University
University of Turku
Barbara Mueller is an author at San Diego State University specializing in marketing, advertising, and business.
Publications per year
1987–2023
Reflections of Culture: An Analysis of Japanese and American Advertising Appeals
Barbara Mueller · Journal of Advertising Research · 1987 · 378 citations
Social Sciences, Communication, Marketing +12
Standardization vs. Specialization: An Examination of Westernization in Japanese Advertising
Barbara Mueller · Journal of Advertising Research · 1992 · 208 citations
Business, Marketing, Marketing Management +14
Cross‐cultural advertising research: where we have been and where we need to go
Shintaro Okazaki, Barbara Mueller · International Marketing Review · 2007 · 185 citations
Business, Marketing, Marketing Management +12
Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
Shintaro Okazaki, Barbara Mueller, Charles R. Taylor · Journal of Advertising · 2010 · 182 citations · Full text
Business, Marketing, Marketing Management +15
Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals between U.S. and Japanese Consumers
Shintaro Okazaki, Barbara Mueller, Charles R. Taylor · Journal of International Marketing · 2010 · 159 citations
Business, Marketing, Marketing Management +17
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