This book is completely updated to reflect changes in both the structure and practice of
international marketing research. Industry consolidation of research firms has accelerated as they …

Back translation is the technique most commonly used to check the accuracy of translation
in survey research. Although it results in a direct or literal translation, it does not address …

The recent literature dealing with ways in which cultural dynamics are influencing the nature
and meaning of culture are examined. Different perspectives of culture related to three key …

Although advertisers have employed humor extensively as the motivational basis for their
appeals, relatively little is known about the persuasive effect of humor. This article assesses …

In recent years, issues relating to international marketing strategy have stirred increasing
interest. To date, however, much of the discussion has focused on specific decisions rather …

Brands play a critical role in establishing a firm's visibility and position in international
markets. Building a coherent international brand architecture is a key component of the firm's …

The convergent, discriminant, and predictive validity of the tripartite model of attitudes is
investigated. On the basis of a structural equation methodology, evidence is obtained for …

The decade of the’80s was characterized by rapid internationalization of business, both in
response to, and further accelerating the globalization of the business environment. As a result…

To design successful strategies retailers must take into account not only the marketing
environment confronting them today but also anticipate possible competitive and demographic …

Consumer researchers are increasingly exploring and comparing behavior and cognitions
in diverse national environments. However, research in this area is fraught with conceptual …