Uncertainty and risk in foreign markets create the need for top management to look for new ways of achieving competitive advantage, i.e. through international advertising and branding.
This special issue aims to investigate this area. It welcomes all type of studies – quantitative, qualitative and mixed methods as well as meta-analysis/critical review papers, empirical studies and case studies.
Those interested in submitting papers to the issue are encouraged to participate and present their papers or paper plans at the 13th Vaasa IB conference, where there will be a special session around the topic area. However, authors unable to participate in the conference are encouraged to submit their papers.
Suitable topics include, but are not limited to, the following:
- International advertising and branding
- Critical literature reviews on branding
- Analysis of the use of cultural values in international advertising
- Applications of Hofstede, Schwartz and/or GLOBE frameworks in international advertising, and social media in international marketing
Submission of manuscripts: 31 December, 2015