Table of contents
Evaluating the green advertising practices of international firms: a trend analysis
Leonidas C. Leonidou, Constantinos N. Leonidou, Dayananda Palihawadana, Magnus HultmanConsumer scepticism about the credibility of green advertising around the world is growing. The article aims to provide a comprehensive assessment and trend analysis of green…
Interpreting interrelations across multiple levels in HGLM models : An application in international marketing research
Burcu Tasoluk, Cornelia Dröge, Roger J. CalantoneAlthough the use of data from different levels is very common in international marketing research, the practice of employing multi‐level analysis techniques is relatively new. The…
Humor and cultural values in print advertising: a cross‐cultural study
Leonidas Hatzithomas, Yorgos Zotos, Christina BoutsoukiThe present study aims to discuss the role of Hofstede's cultural dimensions, uncertainty avoidance and individualism/collectivism, on the use of various humor types in print…
A multi‐country assessment of the long‐term orientation scale
Louise M. Hassan, Edward Shiu, Gianfranco WalshLong‐term orientation (LTO) is an important cultural value, which has been shown to meaningfully affect the behavior of individuals. Bearden et al. developed and tested a…
Made in China but sold at FAO Schwarz: country‐of‐origin effect and trusting beliefs
Sertan Kabadayi, Dawn LermanThe purpose of this paper is to investigate the moderating effect of trusting beliefs about a store on country‐of‐origin (COO) effects. The paper suggests that three trusting…
ISSN:
0265-1335e-ISSN:
1758-6763ISSN-L:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan