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International trade shows have increased in importance for thepromotion of goods and services overseas. Relatively little is knownabout participation by firms in these shows. The International Marketingand Purchasing Groups interaction model is an appropriate analyticaltool for investigating...
As the use of countertrade increases and countertrade researchproliferates, it is necessary to integrate the knowledge to documentwhat has been done and identify gaps for future research. ProposesBagozzis exchange framework as a model for integrating research andidentifying situational...
Assesses the effect of an international business persons accent onGuatemalan subjects perception of the business persons effectiveness,credibility, competence, friendliness, as well as the Guatemalansubjects intentions to buy. Graduate students at a Guatemalanuniversity listened to tape...
More than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented. These variables represent importantdecisions that must be made by those who create television commercials.Significant differences...
In the heated debate about marketing globalization, the issue ofbrand standardization has received much less attention compared withadvertising standardization. When both issues have been addressed,empirically or conceptually, they have not been consideredsimultaneously. The current study...
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