Marketing Communications

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250 CHAPTER 7 ADVERTISING

128 http://www.pwcglobal.com and http://www.superbrands.org (accessed
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132 Mueller, B. (1996), International Advertising: Commun-
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133 Walliser, B. and Usunier, J.C. (1998), ‘Th e Standardization
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134 Usunier, J.C. and Lee, J.A. (2005), Marketing Across
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135 Mueller, B. (1996), International Advertising: Commun-
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136 Brengman, M. (2002), ‘Th e Impact of Colour in the Store
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140 Zhang, Y. and Gelb, B.D. (1996), ‘Matching Advertising
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Conditions’, Journal of Advertising , 25(3), 29–46.

141 Mueller, B. (1996), International Advertising: Commun-
icating Across Cultures. Belmont, CA: Wadsworth.
142 Walliser, B. and Usunier, J.C. (1998), ‘Th e Standardization
of Advertising Execution: A Review of the Empirical
Literature’, in Andersson, P. (ed.), Proceedings of the 27th
EMAC Conference, Marketing Research and Practice,
Track 2: International Marketing, Stockholm , 517–36.
143 Walliser, B. and Usunier, J.C. (1998), ‘Th e Standardization
of Advertising Execution: A Review of the Empirical
Literature’, in Andersson, P. (ed.), Proceedings of the
27th EMAC Conference, Marketing Research and
Practice, Track 2: International Marketing, Stockholm ,
517–36.
144 Hall, E.T. (1976), ‘How Cultures Collide’, Psychology
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145 Usunier, J.C. and Lee, J.A. (2005), Marketing Across
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146 Hong, J.W., Muderrisoglu, A. and Zinkhan, G.M. (1987),
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147 Hofstede, G. (2001), Culture’s Consequences , 2nd edition.
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148 Zhang, Y. and Gelb, B.D. (1996), ‘Matching Advertising
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149 Zandpour, F. and Harich, K. (1996), ‘Th ink and Feel
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150 See, for details about countries, http://www.geert-hofstede.com ,
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