메뉴 건너뛰기




Volumn 18, Issue 1, 1999, Pages 51-71

Advertiser risk-orientation & the opinions & practices of advertising managers

Author keywords

[No Author keywords available]

Indexed keywords


EID: 0040373748     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.1999.11104744     Document Type: Article
Times cited : (6)

References (12)
  • 2
    • 21844501458 scopus 로고
    • Standardization versus customization in international marketing: An investigation using bridging conjoint analysis
    • Baalbaki, I.B., & Malhotra, N.K., (1995) ‘Standardization versus customization in international marketing: an investigation using bridging conjoint analysis’, Journal of the Academy of Marketing Science, 23(3), 182–194.
    • (1995) Journal of the Academy of Marketing Science , vol.23 , Issue.3 , pp. 182-194
    • Baalbaki, I.B.1    Malhotra, N.K.2
  • 4
    • 0002747029 scopus 로고
    • Attitudes toward risk and the risk-return paradox: Prospect theory explanations
    • Fiegenbaum, A., & Thomas, H., (1988) ‘Attitudes toward risk and the risk-return paradox: prospect theory explanations’, Academy of Management Journal, 31, 85–106.
    • (1988) Academy of Management Journal , vol.31 , pp. 85-106
    • Fiegenbaum, A.1    Thomas, H.2
  • 6
    • 0000125532 scopus 로고
    • Prospect theory: An analysis of decision under risk
    • Kahneman, D., & Tversky, A., (1979) ‘Prospect theory: an analysis of decision under risk’, Econometrica, 47(2).
    • (1979) Econometrica , vol.47 , Issue.2
    • Kahneman, D.1    Tversky, A.2
  • 7
    • 38249033039 scopus 로고
    • Learning from strategic success and failure
    • Lant, T.K., & Montgomery, D.B., (1987) ‘Learning from strategic success and failure’, Journal of Business Research, 15, 503–517.
    • (1987) Journal of Business Research , vol.15 , pp. 503-517
    • Lant, T.K.1    Montgomery, D.B.2
  • 8
    • 85064027221 scopus 로고
    • “Who dares wins'
    • 17 November
    • Nicholas, R., (1994) “Who dares wins', Marketing, 17 November, 24–5.
    • (1994) Marketing , pp. 24-25
    • Nicholas, R.1
  • 10
    • 85064022311 scopus 로고    scopus 로고
    • New Providence, NJ: National Register Publishing
    • Standard Directory of Advertising Agencies. New Providence, NJ: National Register Publishing.
  • 11
    • 85064030711 scopus 로고    scopus 로고
    • Toronto: Maclean Hunter Publishing Ltd
    • The National List of Advertisers. Toronto: Maclean Hunter Publishing Ltd.
  • 12
    • 0041163330 scopus 로고    scopus 로고
    • Antecedents of risk-taking behavior by advertisers: Empirical evidence and management implications
    • West, D.C., & Berthon, P., (1997) ‘Antecedents of risk-taking behavior by advertisers: empirical evidence and management implications’, Journal of Advertising Research, 37(5).
    • (1997) Journal of Advertising Research , vol.37 , Issue.5
    • West, D.C.1    Berthon, P.2


* 이 정보는 Elsevier사의 SCOPUS DB에서 KISTI가 분석하여 추출한 것입니다.