This study explores the effects of different levels of forced exposure to banner ads on
advertising responses such as advertising perception, clicking of banner ads, banner attitude, …

An overview of the market system as a cultural institution is presented, and the concept of
cultural meaning for material artifacts is discussed. The authors propose a system for …

Cross-ownership of brand-name agencies, spin-offs of functional areas, and incorporation
of nontraditional marketing communications services are the structural foundations of the …

This article examines the relationship of aggregate, foreign and brand advertising expenditures
on cigarette consumption in South Korea from 1988–1992. The study uses monthly data …

In the decades-long debates about whether standardised or adapted strategies are better
for global brands, and whether centralised or decentralised international communications …

For the most part, use of Asian models does not cause prejudiced respondents to evaluate
a product or advertisement more negatively than when white models are used, according to …

Because American consumers transmigrate between social identities in expressing their
values and affiliations, marketers must apply transcultural marketing methods and offer a …

As the American population becomes more diverse, marketers seek to better understand
the impact of consumer characteristics such as ethnicity on activities ranging from …

… Tharp, Marye C. … 責任表示 Marye C. Tharp …

The 21 st century has foreseen diversity ever increase, with podiatrist often overlooking its
significance in providing care. As an ambitious podiatrist, I am to equip myself with the needed …