Browsing by Author "Sobh R."
Now showing items 1-5 of 5
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Endorser ethnicity impact on advertising effectiveness: effects of the majority vs. minority status of the target audience
( Routledge , 2018 , Article)Previous research has studied several factors influencing advertising responses. However, this body of work has been mainly conducted in contexts where the target audience is a minority with a perceived lower status in the ... -
Gulf Arab E-Business Environment: Localization Strategy Insights
( Wiley Subscription Services, Inc. , 2015 , Article)The Gulf Arab region, particularly Qatar and the United Arab Emirates (UAE), took significant steps toward adopting e-business and is poised to become a significant online marketplace. The region has a number of vital ... -
Localizing to Arabic consumers: Insights from print advertising
( Routledge , 2018 , Article)This study argues that understanding the nature and influence of cultural differences in print advertising is important for an effective international marketing strategy. Previous studies have investigated cross-cultural ... -
Modest seductiveness: Reconciling modesty and vanity by reverse assimilation and double resistance
( John Wiley & Sons, Ltd. , 2012 , Article)We study conflicting notions of modesty and vanity in the Arab Gulf region by focusing on contemporary female adornment practices and the tensions underlying them. The standard of modest traditional dress that women are ... -
No assemblage required: On pursuing original consumer culture theory
( SAGE Publications Ltd , 2019 , Article)Our title plays with the promise on certain consumer goods packages of “no assembly required,” but in fact we call upon the reader to assemble new theories rather than rely on existing ones like assemblage theory. We argue ...