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Author : Ling-Ling Hu
Publisher :
ISBN 13 :
Total Pages : 282 pages
Book Rating : 4.:/5 (331 download)
Download or read book Taiwanese Consumers' Attitudes Toward Automobile Advertisements written by Ling-Ling Hu and published by . This book was released on 1993 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Chao-Lan Kuo
Publisher :
ISBN 13 :
Total Pages : 574 pages
Book Rating : 4.:/5 (421 download)
Download or read book A Q-methodological Study of Taiwanese Consumers' Attitudes Toward International Advertising written by Chao-Lan Kuo and published by . This book was released on 1997 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examines Taiwanese consumers' attitudes toward international advertising from an intercultural communication approach. By applying Q methodology, three types of Taiwanese consumers each holding different attitudes are found: the Local Culture Supporters, the Global Liberalists, and the Cultural Conservatives. The Local Culture Supporters tend to advocate a specialized approach to conducting international advertising. International advertisers should consider local cultures in order to communicate effectively with consumers. They do not believe that the employment of Western elements in commercials can enhance the product image of high class. The Global Liberalists do not perceive international advertising as a form of cultural invasion or believe there is a cultural compatibility problem between Taiwanese consumers and international advertising. They tend to support a middle ground approach to conducting international advertising. The Cultural Conservatives are concerned with the long-term cultural influence of international advertising. They perceive international advertising as a form of cultural invasion which has negative impact on the local cultures. They disagree with standardized advertising. A middle ground approach is more acceptable. This study suggests that, in a global environment where the interactions between people from various cultural backgrounds has increased, the importance of intercultural communication is also growing. By examining Taiwanese consumers' attitudes toward international advertising within the context of intercultural communication, this study has several implications for the study of intercultural communication and provides practical suggestions to international advertisers.
Author : Zhehua Qu
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (643 download)
Download or read book The Effective Appeals of Chinese Car Advertising written by Zhehua Qu and published by . This book was released on 2003 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : S. Ramesh Kumar
Publisher : Pearson Education India
ISBN 13 : 9788131722367
Total Pages : 628 pages
Book Rating : 4.7/5 (223 download)
Download or read book Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context written by S. Ramesh Kumar and published by Pearson Education India. This book was released on 2009-09 with total page 628 pages. Available in PDF, EPUB and Kindle. Book excerpt: India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding
Author : Nairobi
Publisher : Springer Nature
ISBN 13 : 2384760645
Total Pages : 620 pages
Book Rating : 4.3/5 (847 download)
Download or read book Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) written by Nairobi and published by Springer Nature. This book was released on 2023-05-30 with total page 620 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an open access book.The Faculty of Economics and Business of Universitas Lampung in Indonesia is hosting the International Conference of Economics, Business & Entrepreneurship (ICEBE) 2022, its fifth annual international conference. The goal of this conference is to provide a clear direction and substantial advancements in the quickly recovering global economy. The 5th ICEBE welcomes and cordially encourages all authors to submit outstanding works on a range of topics relevant to the conference's theme. Theme: “Global Economy and Business Recovery Growth to Create a Sustainable Business-Friendly Environment”
Author : Ching-ju Chen
Publisher :
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.:/5 (333 download)
Download or read book A comparison of college students' attitudes toward advertising in China and Taiwan written by Ching-ju Chen and published by . This book was released on 1995 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Pousttchi, Key
Publisher : IGI Global
ISBN 13 : 1605660752
Total Pages : 582 pages
Book Rating : 4.6/5 (56 download)
Download or read book Handbook of Research on Mobile Marketing Management written by Pousttchi, Key and published by IGI Global. This book was released on 2009-11-30 with total page 582 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
Author : Rajagopal
Publisher : IGI Global
ISBN 13 : 1466675195
Total Pages : 319 pages
Book Rating : 4.4/5 (666 download)
Download or read book Understanding Consumer Behavior and Consumption Experience written by Rajagopal and published by IGI Global. This book was released on 2015-01-31 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher
Author : Qin Chen
Publisher :
ISBN 13 :
Total Pages : 192 pages
Book Rating : 4.:/5 (359 download)
Download or read book Understanding consumers' attitudes toward advertising written by Qin Chen and published by . This book was released on 1996 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Shintaro Okazaki
Publisher : Edward Elgar Publishing
ISBN 13 : 1781001049
Total Pages : 577 pages
Book Rating : 4.7/5 (81 download)
Download or read book Handbook of Research on International Advertising written by Shintaro Okazaki and published by Edward Elgar Publishing. This book was released on 2012-01-01 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.
Author : Alcántara-Pilar, Juan Miguel
Publisher : IGI Global
ISBN 13 : 1466682639
Total Pages : 430 pages
Book Rating : 4.4/5 (666 download)
Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by Alcántara-Pilar, Juan Miguel and published by IGI Global. This book was released on 2015-04-30 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Author : Cheng-Che Chiang
Publisher :
ISBN 13 :
Total Pages : 290 pages
Book Rating : 4.:/5 (467 download)
Download or read book Consumer Attitudes Toward Corporate Sponsorship, Brand Image and Purchase Intentions in Taiwanese Baseball Fans written by Cheng-Che Chiang and published by . This book was released on 2006 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Shan-fu Philip Lin
Publisher :
ISBN 13 :
Total Pages : 164 pages
Book Rating : 4.3/5 (121 download)
Download or read book Value Sets of American and Taiwanese Students as a Predictors of Television Advertising Effectiveness written by Shan-fu Philip Lin and published by . This book was released on 1990 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gong Sun
Publisher : Frontiers Media SA
ISBN 13 : 2832507433
Total Pages : 438 pages
Book Rating : 4.8/5 (325 download)
Download or read book Consumer Behavior in the Internet Era written by Gong Sun and published by Frontiers Media SA. This book was released on 2022-11-28 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : M. Joseph Sirgy
Publisher : Springer
ISBN 13 : 3319173235
Total Pages : 674 pages
Book Rating : 4.3/5 (191 download)
Download or read book Proceedings of the 1993 World Marketing Congress written by M. Joseph Sirgy and published by Springer. This book was released on 2015-06-20 with total page 674 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1993 World Marketing Congress held in Istanbul, Turkey. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author : Mei-hsia Cheng
Publisher :
ISBN 13 :
Total Pages : 220 pages
Book Rating : 4.:/5 (213 download)
Download or read book The effects of Asians or Caucasians in advertisements and products' country of origin on Taiwanese consumers written by Mei-hsia Cheng and published by . This book was released on 1989 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Marieke de Mooij
Publisher : SAGE
ISBN 13 : 1526471604
Total Pages : 558 pages
Book Rating : 4.5/5 (264 download)
Download or read book Consumer Behavior and Culture written by Marieke de Mooij and published by SAGE. This book was released on 2019-06-10 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how they buy. This edition has been updated to include: An insight into the different roles of the internet and the growing influence of social media An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processing Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures
