When going and operating abroad, firms face the challenge of finding the optimal balance
between standardizing and adapting their marketing strategies across national borders in …

Highly visual global advertising is deployed by many advertisers and yet there are few
studies in the literature that help explain variations in visual advertising interpretations and …

Featured Application Human resources, security, customer service, and intelligent
recommendations can benefit from deploying and applying systems such as the one …

This paper proposes a conceptual model that attempts to explain the impact of the cultural
dimension of assertiveness on the perception and evaluation of a standardized …

Cultural meaning transfer theory and GLOBE dimensions were employed in this
comparative study to examine the extent to which cultural meaning presented in …

The question of how to design attractive model in online advertising is especially important
for online operators of electronic commerce websites. This study examines how a model's …

Purpose The purpose of this study is to examine the impact of female portrayal in
advertisements on Palestinian female consumers' purchasing decisions. TV and online …

Purpose–The aim of this paper is to examine how the cultural context and other institutional
factors may influence the amount of direct communication with employees in nine European …

Purpose–This paper aims to investigate the cultural variability in assessing the severity of a
service failure. Design/methodology/approach–Two separate studies were conducted. The …

Ésta es la décima edición del primer libro de texto que se ha enfocado estratégicamente en
el comportamiento del consumidor. Desde su primera edición (lanzada en 1978), esta obra …