| Reflections of culture: An analysis of Japanese and American advertising appeals. B Mueller | 783 | 1986 |
| Standardization vs. specialization: An examination of westernization in Japanese advertising. B Mueller Journal of Advertising Research, 1992 | 380 | 1992 |
| Advertising and societies: Global issues KT Frith, B Mueller Peter Lang, 2010 | 343 | 2010 |
| Cross‐cultural advertising research: where we have been and where we need to go S Okazaki, B Mueller International Marketing Review 24 (5), 499-518, 2007 | 265 | 2007 |
| Measuring soft-sell versus hard-sell advertising appeals S Okazaki, B Mueller, CR Taylor Journal of Advertising 39 (2), 5-20, 2010 | 243 | 2010 |
| Global consumer culture positioning: Testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers S Okazaki, B Mueller, CR Taylor Journal of International Marketing 18 (2), 20-34, 2010 | 239 | 2010 |
| The influence of culture on American and British advertising: An exploratory comparison of beer advertising Z Caillat, B Mueller Journal of Advertising Research 36 (3), 79-89, 1996 | 225 | 1996 |
| International advertising B Mueller Belmont: Wadsworth, 1996 | 201 | 1996 |
| Dynamics of international advertising: Theoretical and practical perspectives B Mueller Peter Lang, 2011 | 189 | 2011 |
| An analysis of information content in standardized vs. specialized multinational advertisements B Mueller Journal of International Business Studies 22, 23-39, 1991 | 138 | 1991 |
| Doing good matters to consumers: The effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns S Diehl, R Terlutter, B Mueller International Journal of Advertising 35 (4), 730-757, 2016 | 120 | 2016 |
| The GLOBE study—applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research R Terlutter, S Diehl, B Mueller International advertising and communication: Current insights and empirical …, 2006 | 115 | 2006 |
| The cultural dimension of assertiveness in cross-cultural advertising: The perception and evaluation of assertive advertising appeals R Terlutter, S Diehl, B Mueller International Journal of Advertising 29 (3), 369-399, 2010 | 99 | 2010 |
| Multinational Advertising: Factors Influencing theStandardised vs. Specialised Approach B Mueller International Marketing Review 8 (1), 1991 | 99 | 1991 |
| Consumer responses towards non-prescription and prescription drug advertising in the US and Germany: They don’t really like it, but they do believe it S Diehl, B Mueller, R Terlutter International Journal of Advertising 27 (1), 99-131, 2008 | 89 | 2008 |
| The state of augmented reality advertising around the globe: A multi-cultural content analysis Y Feng, B Mueller Journal of Promotion Management 25 (4), 453-475, 2019 | 82 | 2019 |
| The tension between strategy and execution: Challenges for international advertising research: Globalization is much more than universal branding JB Ford, B Mueller, CR Taylor, N Hollis Journal of Advertising Research 51 (1 50th Anniversary Supplement), 27-41, 2011 | 68 | 2011 |
| Evolution in the usage of localized appeals in Japanese and American print advertising S Okazaki, B Mueller International Journal of Advertising 27 (5), 771-798, 2008 | 66 | 2008 |
| Channel One and commercials in classrooms: Advertising content aimed at students KT Wulfemeyer, B Mueller Journalism Quarterly 69 (3), 724-742, 1992 | 66 | 1992 |
| Handbook of integrated CSR communication S Diehl, M Karmasin, B Mueller, R Terlutter, F Weder Springer International Publishing, 2017 | 63 | 2017 |
