Cultural values were the most studied topic area in cross‐cultural advertising research.
Content analysis was the most widely employed methodology, followed by surveys. North …

Le codage à visée théorique est un processus qui repose sur des opérations de
catégorisation et d'interprétation des données qualitatives. Certaines pratiques de codage …

The Hofstede's cultural framework has been frequently used to investigate the influences of
culture on advertising (Chang et al., 2009). For instance, the model has been used to …

Advertisement is a powerful tool to favorably affect the opinion of the customers. In the light
of modern means of communication like internet, mobiles, social media websites etc it will …

Sinema filmlerine ürün veya marka yerleştirme uygulaması pazarlama ve reklam alanlarında
son derece önemli bir biçimde gelişme göstermekle birlikte iletişimsel etkinliği ile ilgili …

Purpose–The purpose of this paper is to look at product reviews from a cross‐cultural
perspective. Product reviews are potentially an influential form of marketing communication …

Purpose–The purpose of this paper is to try to determine to what extent differences and
similarities in sociopolitical, cultural and economic backgrounds are reflected in gender role …

This article discusses methodological issues related to language in advertising research.
We introduce a framework that distinguishes between cross-linguistic research settings …

The sharing economy is becoming more important due to the development of reasonable
consumption and environmental recognition, and diverse business models are attempting to …

Is this where we have come upon the new millennium: advertising men's underwear in a
Finnish general-interest magazine in 2003 (see Figure 1)? Three muscular, young …