Creativity is an important component of advertising. This research examines the potential
effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. …

… For this study, we replicate the method used in Till and Baack (2005). This study focuses
on attention effects by using recognition as the dependent variable and increases exposure to …

Various studies find that marketing communications reflect specific cultures. Most of these
studies conceptualize culture in terms of one cultural framework, use a two-country sample, …

In the marketing and advertising literature very few studies have addressed the issue of
Web site standardization or localization, and there is a debate as to whether Web sites are …

This study investigates whether creativity is sufficient by itself to attract attention to the ad
space or whether the ad must also be conspicuous. Attention to the ad is an important driver of …

Business-to-business advertising research has long been grounded in rationality with a
focus on factual, functional, benefit-laden messages. However, in consumer advertising, …

Strategic contingency theory maintains that a successful strategy should fit the features of the
environment in which it is implemented, suggesting that different strategies are required in …

Little research has examined how international firms' operations strategies affect dynamic
capability creation or how cultural distance affects operations management. This study …

In this article we draw from social cognition theory to explore the influence of confirmation
bias on perceptions of psychic distance. Despite the prominence of psychic distance, and …

We present a meta-analysis of the effects of cultural differences on multinational firms’ entry
strategy and performance. Replicating previous studies, we find only a weak negative …