Table of contents
Assessing the contribution of leading mainstream marketing journals to the international marketing discipline
Leonidas C. Leonidou, Bradley R. Barnes, Stavroula Spyropoulou, Constantine S. KatsikeasGrowing globalization in recent decades has been responsible for the emergence of a new stream of research focusing on international marketing. However, compared to domestic…
How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries
Anders Bengtsson, Fleura Bardhi, Meera VenkatramanThe brand management literature argues that the standardization of branding strategy across global markets leads to consistent and well‐defined brand meaning. The paper aims to…
A “cross‐cultural RELQUAL‐scale” in supplier‐distributor relationships of Sweden and the USA
Janice M. Payan, Göran Svensson, Gabriel Awuah, Svante Andersson, Joe HairThe purpose of this paper is to develop a cross‐cultural RELQUAL‐scale in supplier‐distributor relationships in Sweden and the USA.
The effectiveness of female nudity in advertising in three European countries
Christian Dianoux, Zdenek LinhartThe paper attempts to gain a better understanding of the reasons for advertisers to use nudity in European advertising campaigns and, more precisely, whether a print ad that uses…
Consumer responses to East‐West writing system differences: A literature review and proposed agenda
Monica D. Hernandez, Michael S. MinorThe purpose of this paper is threefold. First, it aims to review East‐West writing system (cross‐script) differences and summarize previous work examining the cross‐script effect…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan