Reflections of Culture: An Analysis of Japanese and American Advertising Appeals

Product Involvement and Pertinent Advertising Appeals

Lawrence Bowen, Steven H. Chaffee · Journalism Quarterly · 1974 · 110 citations

Business, Marketing, Marketing Management +13

Effect of National Identity on Multinational Promotional Strategy in Europe

Sarah Dunn · Journal of Marketing · 1976 · 106 citations

Business, International Business, Strategy +14

The Effectiveness of Standerdized Global Advertising

Robert T. Green, William H. Cunningham, Isabella C. M. Cunningham · Journal of Advertising · 1975 · 98 citations

Business, International Business, Marketing +8

Developing International Advertising Strategy

Michael Colvin, Roger M. Heeler, Jim Thorpe · Journal of Marketing · 1980 · 48 citations

Business, Marketing, Marketing Management +17

The Case Study Approach in Cross-Cultural Research

Sarah Dunn · Journal of Marketing Research · 1966 · 45 citations

Business, International Business, Marketing +15