| |
| |
| Foreword | |
| |
| |
| |
| Preface | |
| |
| |
| Summary of the Book | |
| |
| |
| |
| The Paradoxes In Global Marketing Communications | |
| |
| |
| The value paradox | |
| |
| |
| The global-local paradox | |
| |
| |
| The technology paradox | |
| |
| |
| The media paradox | |
| |
| |
| Paradoxes in global marketing theory | |
| |
| |
| Local markets are people, global markets are products | |
| |
| |
| Focus on a unique individual | |
| |
| |
| Globalization | |
| |
| |
| Convergence and divergence of consumer behavior | |
| |
| |
| The global-local dilemma in global marketing | |
| |
| |
| Global communities | |
| |
| |
| Global or local? The standardization-adaptation debate | |
| |
| |
| Review of a 50 year debate | |
| |
| |
| The variables that influence the standardization-adaptation decision | |
| |
| |
| Effect on performance | |
| |
| |
| |
| Global Branding | |
| |
| |
| Global branding | |
| |
| |
| Branding | |
| |
| |
| The brand concept and branding models | |
| |
| |
| Brand equity | |
| |
| |
| Brand architecture | |
| |
| |
| The global brand | |
| |
| |
| Perception of global brands by consumers | |
| |
| |
| Global brand strategies | |
| |
| |
| The global company's brand portfolio | |
| |
| |
| Global brand communications | |
| |
| |
| The importance of culture for global communications | |
| |
| |
| The brand as an association nework | |
| |
| |
| |
| Values and Culture | |
| |
| |
| The value concept | |
| |
| |
| Values are enduring | |
| |
| |
| The value paradox: The desirable and the Desired | |
| |
| |
| Culture defined | |
| |
| |
| Cultural universals | |
| |
| |
| Selective perception | |
| |
| |
| Stereotyping | |
| |
| |
| Manifestations of culture | |
| |
| |
| Signs, symbols and body language | |
| |
| |
| Imagery and music | |
| |
| |
| Thinking patterns and intellectual styles | |
| |
| |
| Language | |
| |
| |
| Comparing cultures | |
| |
| |
| Comparing nations | |
| |
| |
| |
| Dimensions of Culture | |
| |
| |
| Classifying cultures | |
| |
| |
| High- and low-context cultures | |
| |
| |
| Dimensions of time | |
| |
| |
| Closure | |
| |
| |
| Time orientation towards the past, present or future | |
| |
| |
| Time is linear or circular | |
| |
| |
| Monochronic and polychronic time | |
| |
| |
| Cause and effect | |
| |
| |
| Relationship of man with nature | |
| |
| |
| Hofstede's five dimensions of national culture | |
| |
| |
| Power distance (PDI) | |
| |
| |
| Individualism/collectivism (IDV) | |
| |
| |
| Masculinity/femininity (MAS) | |
| |
| |
| Uncertainty avoidance (UAI) | |
| |
| |
| Long-term orientation (LTO) | |
| |
| |
| Configurations of dimensions | |
| |
| |
| The USA | |
| |
| |
| The Netherlands | |
| |
| |
| Japan | |
| |
| |
| |
| Culture and Consumer Behavior | |
| |
| |
| Consumer behavior | |
| |
| |
| Consumer attributes | |
| |
| |
| The concept of self | |
| |
| |
| Personality | |
| |
| |
| Personality traits | |
| |
| |
| Identity and image | |
| |
| |
| Personality and identity in marketing | |
| |
| |
| Attitude | |
| |
| |
| Lifestyle | |
| |
| |
| Social processes | |
| |
| |
| Needs | |
| |
| |
| Motivation | |
| |
| |
| Buying motives | |
| |
| |
| Emotion | |
| |
| |
| Emotions in advertising | |
| |
| |
| Group processes | |
| |
| |
| Opinion leaders | |
| |
| |
| Mental processes | |
| |
| |
| Language, perception and memory | |
| |
| |
| Locus of control | |
| |
| |
| Information processing | |
| |
| |
| Decision making | |
| |
| |
| Consumer decision making styles | |
| |
| |
| Business decision making | |
| |
| |
| Consumer behavior domains | |
| |
| |
| Product acquisition, ownership and usage | |
| |
| |
| Complaining behavior | |
| |
| |
| Brand loyalty | |
| |
| |
| Diffusion of innovations | |
| |
| |
| |
| Researching and Applying Cultural Values | |
| |
| |
| Value research | |
| |
| |
| Value priorities vary | |
| |
| |
| Mixing terminal and instrumental values | |
| |
| |
| Value shift | |
| |
| |
| Culture-specific values | |
| |
| |
| Belgian values | |
| |
| |
| Dutch values | |
| |
| |
| Indian values | |
| |
| |
| Japanese values | |
| |
| |
| Important values don't translate | |
| |
| |
| Measuring cultural values | |
| |
| |
| Measuring the desired versus the desirable | |
| |
| |
| Individual- and culture-level | |
| |
| |
| Equivalence of survey data | |
| |
| |
| Sample equivalence | |
| |
| |
| Linguistic and conceptual equivalence | |
| |
| |
| Metric equivalence | |
| |
| |
| Comparing dimensional models | |
| |
| |
| Applying the Hofstede dimensions to marketing and advertising | |
| |
| |
| Understanding manifestations of culture | |
| |
| |
| Comparing groups of cultures | |
| |
| |
| Cause-effect | |
| |
| |
| Commercial value and lifestyle research | |
| |
| |
| Value structure maps | |
| |
| |
| |
| Culture and Communication | |
| |
| |
| Communication and culture | |
| |
| |
| Interpersonal communication styles | |
| |
| |
| Interpersonal communication and the electronic media | |
| |
| |
| Mass communication styles | |
| |
| |
| Advertising styles | |
| |
| |
| The purpose of marketing communication | |
| |
| |
| Informational versus emotional | |
| |
| |
| Measuring advertising: Persuasion of likeability | |
| |
| |
| How advertising works | |
| |
| |
| The hierarchy of effects | |
| |
| |
| High- and low involvement | |
| |
| |
| Visuals in advertising | |
| |
| |
| Appreciation of advertising in general | |
| |
| |
| Public relations | |
| |
| |
| Web site design | |
| |
| |
| Design: Logo, product, package and retail design | |
| |
| |
| |
| Culture and the Media | |
| |
| |
| An ever changing media landscape | |
| |
| |
| Media usage across cultures | |
| |
| |
| Television | |
| |
| |
| IPTV | |
| |
| |
| Radio | |
| |
| |
| Press media | |
| |
| |
| The mobile phone | |
| |
| |
| The world-wide web | |
| |
| |
| E-commerce | |
| |
| |
| Search marketing | |
| |
| |
| The social and entertainment roles of the internet | |
| |
| |
| Social networks | |
| |
| |
| The blog | |
| |
| |
| Internet advertising | |
| |
| |
| Ad format acceptability and effectiveness | |
| |
| |
| Viral marketing | |
| |
| |
| Online video advertising | |
| |
| |
| Mobile marketing and advertising | |
| |
| |
| Will the worldwide web facilitate standardization? | |
| |
| |
| The organization of international media planning | |
| |
| |
| |
| Culture and Advertising Appeals | |
| |
| |
| Appeals in advertising | |
| |
| |
| The value paradox as an effective advertising instrument | |
| |
| |
| Equality paradox | |
| |
| |
| Dependence and freedom paradoxes | |
| |
| |
| Success paradoxes | |
| |
| |
| The innovation and global paradox | |
| |
| |
| Examples of appeals by dimension | |
| |
| |
| Power distance | |
| |
| |
| Individualism/Collectivism | |
| |
| |
| Masculinity/Femininity | |
| |
| |
| Uncertainty avoidance | |
| |
| |
| Long-term orientation | |
| |
| |
| Consequences for advertising concepts | |
| |
| |
| Do great ideas travel? | |
| |
| |
| The country-of-origin appeal | |
| |
| |
| Why humor doesn't travel | |
| |
| |
| |
| Executional Style and Culture | |
| |
| |
| Classifications of advertising forms | |
| |
| |
| Seven basic advertising forms worldwide | |
| |
| |
| Announcement | |
| |
| |
| Association transfer | |
| |
| |
| Lesson | |
| |
| |
| Drama | |
| |
| |
| Entertainment | |
| |
| |
| Imagination | |
| |
| |
| Special effects | |
| |
| |
| Relationship basic form, culture and product category | |
| |
| |
| |
| From Value Paradox to Strategy | |
| |
| |
| A company's mission and vision | |
| |
| |
| Corporate identity | |
| |
| |
| Product/market development across cultures | |
| |
| |
| Branding and culture | |
| |
| |
| Brand positioning across cultures | |
| |
| |
| External aspects: Product usage and brand image | |
| |
| |
| Product usage | |
| |
| |
| Brand image | |
| |
| |
| Internal aspects: Brand identity & personality and brand values | |
| |
| |
| Brand identity and personality | |
| |
| |
| Brand values | |
| |
| |
| Brand positioning matrix | |
| |
| |
| Marketing communication strategy | |
| |
| |
| Fully standardized: One product or brand, display | |
| |
| |
| Semi-standardized: One brand, One advertising form, and Standard execution | |
| |
| |
| One brand, one form, varying standard executional elements | |
| |
| |
| One or different brand names, one advertising form, different executions | |
| |
| |
| One or different brand names, one concept, different executions based on culture-fit advertising styles | |
| |
| |
| Cultural segmentation: act global, think local | |
| |
| |
| Communication strategy by stage of market development | |
| |
| |
| |
| global products, global marketing communications | |
| |
| |
| |
| Global products, adapted marketing communications | |
| |
| |
| |
| Local products, local marketing communications | |
| |
| |
| |
| GNP/capita 2007 (US$) and Hofstede Country scores for 66 countries | |
| |
| |
| |
| Data sources | |
| |
| |
| Index | |
| |
| |
| About the author | |