Cross-cultural buyer behavior
The theme of this issue is international buyer behavior. The papers collected in this volume contribute to theory development and contain important implications for managers and policy makers. With chapters written by leading marketing scholars from around the world, including current and/or former...
| Άλλοι συγγραφείς: | , |
|---|---|
| Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
| Γλώσσα: | English |
| Έκδοση: |
Amsterdam ; Oxford :
Elsevier JAI,
2007.
|
| Σειρά: | Advances in international marketing ;
v. 18. |
| Θέματα: | |
| Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- Introduction: cross-cultural issues in buyer behavior / Charles R. Taylor, Doo-Hee Lee
- Does DTC prescription drug advertising provide information or create market power: evidence from the U.S. and New Zealand / Charles R. Taylor, Michael L. Capella, John C. Kozup
- Skepticism toward pharmaceutical advertising in the U.S. and Germany / Sandra Diehl, Barbara Mueller and Ralf Terlutter
- The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity / Wim Janssens, Patrick De Pelsmacker, and Marcel Weverbergh
- Emotional responses: a new paradigm in communication research / Flemming Hansen, Sverre Riis Christensen, Steen Lundsteen, and Larry Percy
- "Trading up": a consumption value approach / Eunju Ko, Heewon Sung
- The we-me culture: marketing to Korean consumers / Dae-Ryun Chang
- Do the little emperors rule? comparing informativeness and appeal types in Chinese vs. American and French magazine advertising / Lu Zheng, Joseph E. Phelps, Yorgo Pasadeos, and Shuhua Zhou
- The drivers of customer satisfaction with industrial goods an international study / Fabian Festge and Manfred Schwaiger
- The exposure effect of unclicked banner advertisements: a Korean perspective / Hee-Sook Yoon and Doo Hee Lee
- Website evaluation factors and virtual community loyalty in Korea / Kyung Hoon Kim and Yong Man Jung
- Global youth and mobile games: applying the extended technology acceptance model in the U.S.A., Japan, Spain, and the Czech Republic / Shintaro Okazaki, Radoslav Skapa, and Ildefonso Grande
- An empirical classification of web site structure: a cross-national comparison / Koo Won Suh, Charles R. Taylor and Doo Hee Lee.
