Catálogo de publicaciones - libros

The use of the mobile medium as a communications and entertainment channel between a brand and an end-user is gradually evolving. Academic research on mobile marketing has also begun to flourish. However, the growing body of literature on mobile marketing appears to be inconsistent and fairly fragmented. This paper conceptualizes a model that links the use of database information and mobile media to develop interactive and integrated marketing communication strategies. As a part of this model, we discuss the foundations of mobile marketing and interactive integrated marketing communications. Furthermore, we present a case study of a company that is developing and implementing a mobile marketing campaign in retailing. Although, we discuss the entire model, the case study focuses on the initiation stage of mobile marketing, and how customer’s age, gender, family size and interests affect their willingness to give permission to receive mobile marketing.

One important area of cross-cultural research identifies sets of cultural values useful in describing cultures. Resulting frameworks outline a number of cultural dimensions that attempt to explain a significant portion of country-tocountry variance. This article highlights four such frameworks. The first is Hofstede’s typology of cultural values, by far the most prominent approach to cultural dimensions in marketing and advertising research. Next, two less frequently applied frameworks are presented: Schwartz’s cultural values, and Inglehart’s World Values Survey. Finally, a new, alternative cultural framework — entitled GLOBE (House et al. 2004) - is examined. Drawn from organizational and management science, GLOBE outlines nine cultural dimensions and differentiates between societal values and societal practices. The GLOBE dimensions are briefly described and their applicability to marketing and advertising is addressed.

An accelerating integration of political, economic, and cultural dimensions during the 1990s enabled multinational corporations (MNCs) to operate on a truly global basis, rather than on a multidomestic basis. The standardization of advertising is one of the most researched topics in international advertising, having been formally studied in the academic literature for over 50 years. In recent years, however, researchers have begun to recognize that the “traditional” global-versus-local debate is becoming pointless, because it has been realized that the issue is not the extent to which an ad campaign for a brand can be completely globalise, but to what degree it is possible to standardize a global brand’s campaign throughout the world. Thus, this study aims to identify the antecedents and consequences of advertising standardization. Specifically, we attempt to establish a theoretical framework in European markets where, since the seminal work of Harris (1994), little research has been conducted into how advertising standardisation by MNCs operates in this region.

Meaningful cross-national comparisons of scales require that the indicators used to operationalize the underlying constructs (e.g., attitudes, values) are measurement invariant across countries. Linear multi-group confirmatory factor (MGCF) analysis is arguably the most common method to assess measurement invariance. Although, strictly speaking, this method assumes continuous variables, in empirical studies typically a covariance matrix for ordinal items (e.g., Likert-type scales) is analyzed. Simulation studies have indeed shown that single-group confirmatory factor analysis is relatively robust against violating the assumption of continuous variables if categorization is based on at least five answer categories and the data does not show excessive skewness and/or kurtosis. New simulation evidence, however, has revealed that these results do not necessarily carry over to multiple groups. These insights and the availability of robust WLS estimators which are considerably less demanding with respect to the required sample size than the full WLS approach strongly advocate the use of appropriate estimation methods for ordinally scaled variables. This paper contributes to comparative cross-cultural research by proposing a procedure for testing measurement equivalence based on the MGCF model for ordinal indicators. The procedure is applied to a cross-national study on attitudes towards a specific advertisement.

Internationally operating retailers are faced with the decision of pursuing standardized or locally adapted marketing and advertising strategies. In this context, the question is raised, whether retail advertising as a shopping motive of consumers is of different importance for consumers’ store choice in markets with differing cultural backgrounds. In addition, the authors analyze in this article the question of whether the demands of the consumer regarding the style and content of retail advertising are influenced by culture. The results of a consumer survey about grocery retailing, that was carried out in France and Germany, are presented on this basis. The authors show that retail advertising does not hold the same importance in every culture with regards to the purchase decision process. Moreover, it is verified for the first time that there exist cross-cultural differences in terms of the demands on retail advertising content and retail advertising style.

In spite of global marketing receiving increased attention from business, the public, and academicians alike, research on international advertising has not yet lived up to its potential in terms of advancing theory or helping managers. While some progress has clearly been made, more systematic research is needed. This paper reviews progress in international research and offers specific suggestions that can help research in this area make a bigger impact on the marketing and advertising fields. Topical areas in need of more research are discussed. Key research need areas include: the circumstances under which standardization of advertising is effective; the link between standardized advertising and firm performance; the relationship between global advertising strategy and brand equity; cross-market segmentation; theory on culture’s impact on advertising; the evolution of new advertising media; and public policy issues in international markets. The author stresses the need for more truly international research teams.