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Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited
Editorial for the special issue
Shintaro Okazaki (PhD, Universidad Autónoma de Madrid) is an Associate Professor of Marketing in the College of Economics and Business Administration at Universidad Autónoma de Madrid, Spain. His research focuses on the areas of cross-cultural advertising and new media technology. His work appears in Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, Journal of International Marketing, International Marketing Review, European Journal of Marketing, Psychology & Marketing, Journal of Marketing Communications, among others. He serves on several editorial boards, including Journal of Advertising, International Journal of Advertising, Journal of Public Policy & Marketing, Internet Research, among others.Barbara Mueller (PhD, University of Washington) is a Professor of Advertising in the School of Journalism and Media Studies at San Diego State University. In addition to numerous articles in professional journals, she is co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues, and is also author of Dynamics of International Advertising: Theoretical and Practical Perspectives (2004, Peter Lang Publishing), and Communicating with the Multi-cultural Consumer: Theoretical and Practical Perspectives (Forthcoming, Peter Lang Publishing).
Editorial for the special issue
The call for papers for this special issue, “Global Advertising: Insights from Multiple Markets” attracted a large number of submissions of high quality. The resulting selections focus on a broad spectrum of topics related to global advertising. Specifically, topics include two literature reviews – one focusing on cross-cultural research published during the past decade, the other exploring advertising standardization research at the regional level. Managerial considerations are also presented via a discussion of cross-national market segmentation of the fashion industry, as well as an examination of headquarters considerations in making media selection decisions for multinational markets. Executional techniques are addressed in terms of the influence of the role of cultural values. The consumer perspective is also reflected – cross-cultural research on consumer responses to offensive advertising, and personal uses and perceived social and economic effects of advertising in two emerging markets.
Despite the great variety of issues covered, the papers are united in their desire to move international advertising and marketing research forward. We are pleased to present the reader with the latest research findings and insights on these topics contributed by authors from around the globe who are all acknowledged authorities in their field of experience. We would like to express our heartfelt thanks to these authors, as without their work, this issue would not have been filled.
We are grateful to the Editor, Professor Jeryl Whitelock, for encouraging us to edit an issue on this topic and for providing her guidance along the way. We are indebted to the many colleagues who assisted us in the review process. Their invaluable experience and assistance helped make this publication possible.
Reviewers of this special issue:
Stuart Barnes, University of East Anglia, UKGordon C. Bruner II, Southern Illinois University, USAMarylyn Carrigan, Birmingham Business School, UKPaul Chao, Eastern Michigan University, USAHong Cheng, Ohio University, USACarrie La Ferle, Michigan State University, USAJohn B. Ford, Old Dominion University, USALouisa Ha, Bowling Green State University, USAFlemming Hansen, Copenhagen Business School, DenmarkMichael Harker, University of the Sunshine Coast, AustraliaGavin Jack, University of Leicester, UKErdener Kaynak, The Pennsylvania State University at Harrisburg, USAScott Koslow, University of Waikato, New ZealandWei-Na Lee, The University of Texas at Austin, USAMay O. Lwin, Wee Kim Wee School of Communication & Information, SingaporeGordon E. Miracle, Michigan State University, USAPeter Neijens, University of Amsterdam, The NetherlandsSam C. Okoroafo, University of Toledo, USAStan Paliwoda, University of Strathclyde, UKRobert Pennington, USAMichael Jay Polonsky, Victoria University, AustraliaMary Anne Raymond, Clemson University, USASaeed Samiee, The University of Tulsa, USAKim Sheehan, University of Oregon, USAManfred Schwaiger, Munich School of Management, GermanyTanuja Singh, Northern Illinois University, USACharles R. Taylor, Villanova University, USAVern Terpstra, University of Michigan, USAJorge Villegas, University of Florida, USAKenneth C.C. Yang, The University of Texas at El Paso, USA
Shintaro Okazaki and Barbara MuellerGuest Editors