제1장

1) Theodore Levitt, "The globalization of markets," Harvard Business Review(May-June 1983), p.92.

2) 鄭淳泰, 마아케팅관리론(서울:법문사, 1987), pp.51-67.

3) Sak Onkvisit and John J. Shaw. "Standardized International Advertising:A Review and Critical Evaluation of the Theoretical and Empirical Evidenece," Columbia Journal of World Business (Fall 1987), p.51.

제2장

1) S. Tamer Cavusgil and John R. Nevin, "The State of the Art in International Marketing:An Assessment," in Subhash C. Jain and Levis R. Tudser, Jr., eds., International Marketing (Boston:Kent Publishing Co., 1986), pp.41-48.

2) Peter G.P. Walters, "International Marketing Policy:A Discussion of the Standardization Construct and its Relevance for Corporate Policy," Journal of International Business Studies(Summer 1986), pp.57-58.

3) Attila Yaprak, "Formulating A Multinational Marketing Strategy:A Deductive, Cross-national Consumer Behavior Model" (Ph.D. dissertation, Georgia State University, 1978), p.24.

4) Ralf Thomas Kreutzer, "Marketing-Mix Standardisation:An Integrated Approach in Global Marketing," European Journal of Marketing, 22 No.10(1988), p.21.

5) Alfred S. Boote, "Psychographic Segmentation in Durope," Journal of Advertising Research (December 1982-January 1983), p.19.

6) Norihiko Suzuki, "The Changing Pattern of Advertising Strategy by Japanese Business Firms in the U.S. Market:Content Analysis," Journal of International Business Studies (Winter 1980), p.64.

7) James Kollough, "Improved payoffs from translational advertising," Harvard Business Review (July-August 1978), p.102.

8) Harper W. Boyd, Jr., Michaei L. Ray, and Edward C. Strong, "An Attitudinal Framework for Advertising Stratetgy," Journal of Marketing (April 1982). pp.27-29.

9) Gordon E. Miracle, "International Advertising Principles and Strategies," MSU Business Topics(Autumn 1968), p.30.

10) 표준화·적응화에 해당되는 영어의 표현에도 여러 가지가 있다. 예를 들면, 표준화에 해당되는 술어로는 standardization, Universal, internationalized, common, uniform, homogenization 등이 있으며, 적응화에 해당하는 영어의 표현을 보면, adaptation, localization, non-standardization, individualization, customization, differentiation, heterogenization, specialization 등이 있다.

11) Michael Colvin, Roger Heeler, and Jim Thorpe, "Developing International Advertising Strategy," Journal of Marketing (Fall 1980), p.73.

12) Dean M. Peebles, J.K. Ryans, Jr., and I.R. Vernon, "A New Perspective on Advertising Standardisation", European Journal of Marketing, 11 No.8(1977), pp.571-572.

13) S. Watson Dunn, "Effect of National Identity on Multinational Promotional Strategy in Europe," Journal of Marketing (October 1976), p.50.

14) Norman Heller, "How Pepsi-Cola Does it in 110 Countries," in John S. Wright and Jack L. Goldstrucker, eds., New Ideas for successful Marketing (Chicago:American Marketing Association, 1966), pp.697-698.

15) Theodore Levitt, op. cit., p.93.

16) Gordon L. Link, "Global Advertising:An Update," Journal of Consumer Marketing (Spring 1988), p.71.

17) John K. Ryans, Jr., "Is it too soon to put a tiger in every tank?," in Advertising (Boston:Allyn and Bacon, 1984), p.282.

18) Gordon L. Link, op.cit., p.72.

19) Gordon E. Miracle (1968), op. cit., p.31.

20) Gordon L. Link, loc, cit.

21) Gordon E. Miracle(1968), op.cit., p.31.

22) Loc. cit.

23) Ibid., pp.31-32.

24) Dean M. Peebles, "Don't Write off Global Advertising:A Commentary," International Marketing Review, 6 No.1(1989), p.77.

25) Gordon E. Miracle(1968), op. cit., pp.32-33.

26) James Killough, op.cit., pp.105-106.

27) Barbara Mueller, "Reflections of Culture:An analysis of Japanese and American Advertising Appeals," Journal of Advertising Research (June-July 1987), p.51.

28) Jagdish N. Sheth, "Strategies of Advertising Transferability in Mulitinational Marketing," Current Issues and Research in Advertising(1978), p.132.

29) Erik Elinder, "How International Can European Advertising Be?", Journal of Marketing(April 1965), p.9.

30) Arthur C. Fatt, "The Danger of "Local" International Advertising," Journal of Marketing (January 1967), p.61.

31) Ibid., pp.61-62.

32) Gordon L. Link, op.cit., pp.69-74.

33) Theodore Levitt, op.cit., pp.92-94.

34) Erik Elinder, op.cit., p.8.

35) James O'Connor, "International Advertising," in S. Watson Dunn and E.S. Lorimor, eds., International Advertising and Marketing (Columbus, Ohio:Grid Publishing, 1979), p.74.

36) Theodors Levitt, op.cit., p.93.

37) Susan P. Douglas, "Cross-National Comparisons and Consumer Stereotypes:A Case Study of Working and Non-working Wives in the U.S. and France," Journal of Consumer Research(June 1976), p.12.

38) "International Advertising Grows," in S. Watson Dunn and E.S. Lorimor, eds., International Advertising and Marketing (Columbus, Ohio:Grid Publishing, 1979), p.82.

39) Robert O. Jordan, "Going Global:How to Join the Second Major Revolution in Advertising," The Journal of Consumer Marketing (Winter 1988), p.40.

40) John U. Farley, "Are There Truly International Products-and Prime Prospects For Them?," Journal of Advertising Research (October-November 1986), p.19.

41) Susan P. Douglas, op. cit., p.12:Jean J. Boddewyn, "Comparative Marketing:The First Twenty-Five Years," Journal of International Business Studies (Spring/Summer 1981), pp.61-73.

42) Susan P. Douglas and Bernard Dubois,"Looking at the Cultural Environment for International Marketing Opportunities," Columbia Journal of World Business (Winter 1977), p.105.

43) Subhash C. Jain, International Marketing Management (Boston:Kent Publishing Co., 1984), pp.330-332.

44) Jacob Hornik, "Comparative Evaluation of International vs. National Advertising Strategies," Columbia Journal of World Business (Spring 1980), p.37.

45) Jagdish N. Sheth, "Global Markets or Global Competition?," The Journal of Consumer Marketing (Spring 1986), p.11.

46) Robert D. Buzzell, "Can you standardize multinational marketing?," Howard Business Review (November-December 1968), pp.103-107.

47) Dean M. Peebles, J.K. Ryans, Jr., and I.R. Vernon(1977), op.cit., p.572.

48) Robert D. Buzzell, op.cit., p.106.

49) Ralf Thomas Kreutzer, op.cit., p.21.

50) Jagdish N. Sheth(1978), op.cit., p.131.

51) Arthur C. Fatt, op.cit., p.62.

52) Sak Onkvisin and John J. Shaw, "A View of Marketing and Advertising Practices in Asia and Its Meaning for Marketing Managers," The Journal of Consumer Marketing (Spring 1985), p.8.

53) William M. Pride and O.C. Ferrell, Marketing (Boston:Hougton Mifflin Co., 1985), p.688.

54) John K. Ryans, Jr. and David G. Rats, "Advertising Standardization Re-examination," International Journal of Advertising, 6 No. 2(1987), p.146.

55) Warren J. Keegan, "Multinational Product Planning:Strategic Alternatives," Journal of Marketing (January 1969), in A Kapoor and Phillip D. Grub, eds., The Multinational Enterprise in Transition (Princeton:Darwin Press, 1972), pp.225-226).

56) Dean M. Peebles, J.K. Ryans, Jr., and I.R. Vernon(1977), op.cit., p.573.

57) Ralph Z. Sorenson and Ulrich E. Wiechmann, "How multinationals view marketing standardization," Harvard Business Review (May-June 1975), pp.48-50.

58) Vern Terpstra, International Marketing (Chicago:Dryden Press, 1983), p.424:James Killough, op.cit., pp.102-103.

59) Dean M. Peebles, J.K. Ryans, Jr., and I.R. Vernon, "Coordinating International Advertising," Journal of Marketing (January 1978), p.28.

60) Robert F. Roth, International Marketing Communications (Chicago:Crain Books, 1982), pp.57-58.

61) Sak Onkvisit and John J. Shaw(1987), op.cit., pp.43-46.

62) Gordon E. Miracle(1968), op.cit., p.30.

63) Ibid., pp.30-31.

64) David A. Ricks, Jeffrey S. Arpan, and Marilyn Y. Fu, "Pitfalls in Advertising Overseas," in S. Watson Dunn and E.S. Lorimor, eds., International Advertising and Marketing (Columbus, Ohio:Grid Publishing, 1979), p.88.

65) Loc. cit.

66) Loc. cit.

67) Philip Kotler, "Global Standardization-Courting Danger," The Journal of Consumer Marketing (Spring 1986), p.13.

68) Susan P. Douglas and Bernard Dubois, op. cit., p.106.

69) Gordon E. Miracle (1968), op. cit., p.35.

70) Edward T. Hall, "The Silent Language in Overseas Business," Harvard Business Review (May-June 1960), pp.87-93).

71) James A. Lee, "Cultural Analysis in Overseas Operations," Harvard Business Review (March-April, 1966), pp.106-114.

72) Robert T. Green, William H. Cunningham, and Isabella C.M. Cunningham, "The Effectiveness of Standardized Global Advertising," Journal of Advertising, 4(3) (1975), p.25.

73) Robert D. Buzzell, op.cit., pp.102-103.

74) J.M. Lenormand, "Is Europe Ripe for the Integration of Advertising?," The International Advertiser (March 1964), p.14.

75) James H. Donnelly, Jr., "Cross-Cultural Communications Theory:Implications for International Advertising," University of Washington Business Review (Spring 1969), p.52.

76) S. Watson Dunn, op. cit., p.51.

77) Yoram Wind, Susan P. Douglas, and Howard V. Perlmutter, "Guidelines for Developing International Marketing Strategies," Journal of Marketing (July 1973), pp.15-23.

78) Peter G.P. Walters, op.cit., p.57.

79) Subhash C. Jain, "Stadardization of International Marketing Strategy:Some Research Hypotheses," Journal of Marketing (January 1989), p.72.

80) Robert T. Green, William H. Cunningham, and Isabella C.M. Cunningham, op.cit., pp.25-29.

81) S. Watson Dunn, op.cit., p.52.(그러나, 1968년 4월 미국 광고대행사 협회 연례 총회에서 Tom Sutton은 광고의 표준화가 촉진될 것이라는 요지의 연설을 한 바 있다.:申寅燮, 국제광고PR론(서울:나남, 1989), pp.81-87)

82) Sak Onkvisit and John J. Shaw(1985), op.cit., pp.12-13.

83) Gordon E. Miracle(1968), op.cit., p.30.

84) Ralph Z. Sorenson and Ulrich E. Wiechmann, op. cit., p.50.

85) Dean M. Peebles, op. cit., p.76.

86) ②-⑦:Greg Harris, "The Globalization of Advertising," International Journal of Advertising, 3(1983), pp.223-228.

87) Dean M. Peebles, J.K. Ryans, Jr., and I.R. Vernon(1977), op.cit., p.573.

88) James H. Donnelly, Jr. and John K. Ryans, Jr., "Standardized Global Advertising, a Call as yet Unanswered," Journal of Marketing (April 1969), p.58.

89) 여기서 상당한 수준의 표준화란 7점 척도에서 1-3에 해당하는 것으로, 1은 국가간에 사용되는 전략이 아주 유사한 것을 의미하고, 7은 아주 상이한 것을 나타냄. (Ralph Z. Sorenson and Ulrich E. Wiechmann, op.cit., p.40.)

90) Ralph Z. Sorenson and Ulrich E. Wiechmann, op. cit., p.39.

91) William A. Mindak, "How Close Are We 세 Imoversa; Advertosomg Stamdards?," In Making Advertising Relevent (Proceedings of the 1975 American Academy of Advertising), pp.29-32, quoted in Gordon E. Miracie, "An Assessment of Progress in Research on International Advertising," Current Issues and Research in Advertising (1984), p.148, n.2.

92) S. Watson Dunn, op. cit., pp.53-56.

93) James Killough, op. cit., pp.105-108.

94) Stephen J.F. Unwin, "How Culture Affects Advertising Expression and Communication Style," Journal of Advertising (1974), pp.24-27.

95) John S. Hill, "Product and Promotion Adaptions in Lesser-Developed Countries" (Ph. D. dissertation, University of Georgia, 1980), pp.36-136.

96) Jean J. Boddewyn, Robin So되, and Jacques Picard, "Standardization in International Marketing:Is Ted Levitt in Fact Right?," Business Horizons (1986), pp.69-75, quoted in Robert E. Hite and Cynthia Fraser "International Advertising Strategies of Multinational Corporations," Journal of Advertising Research (Auguest/September, 1988), p.10, n.2.

97) John K. Ryans, op. cit., pp.148-157.

98) Robert E. Hite and Cynthia Fraser, "International Advertising Strategies of Multinational Corporations," Journal of Advertising Research (August-September 1988), pp.11-16.

99) R.J. Alymer, "쫴 Makes Marketing Decision in the Multinational Firm?," Journal of Marketing (October 1970), pp.27-34.

100) J.R. Wills, Jr. and J.K. Ryans, Jr., "An Analysis of Headquarters Executive Involvement in International Advertising," European Journal of Marketing, Vol.11, No.8.(1977), pp.578-583.

101) 高景淳 "국제광고 표준화 모형의 적용에 관한 연구" (박사학위논문, 숭실대학교, 1987. 6), pp.71-74.

102) E.S. Lorimor, "A Look at Some Current Articles in International Advertising and Marketing," in S. Watson Dunn and E.S. Lorimor, eds., International Advertising and Marketing (Columous, Ohio:Grid Publishing, 1979), pp.58-59.

103) E.S. Lorimor and S. Watson Dunn, "Four Measures of Cross-Cultural Advertising Effectiveness," Journal of Advertising Research (December 1967), PP.11-13.

104) John Caffyn and Nigel Rogers, "British Reactions to TV Commercials," Journal of Advertising Research (June 1970), pp.21-27.

105) Sak Onkvisit and John J. Shaw, "Identifying Marketing Attributes Necessary for Standardized International Advertising," Mid-Atlantic Journal of Business (Winter 1983), pp.43-57.

106) 여기서 미국광고란 이스라엘에서 판매되는 미국제품을 위한 미국에서 제작한 광고로서, 번역만하고 그대로 사용하는 광고를 말하며, 이스라엘광고란, 동일한 제품을 위해 현지 광고대행사에 의해 제작된 광고로서 이스라엘의 문화적 특성이 강하게 나타나 있는 광고를 말한다. 한편 중립적 광고란 동일 제품을 위해 현지광고대행사에 의해 제작되었다는 점에서는 이스라엘광고와 같으나, 미국과 이스라엘의 문화적 특성이 반영되지 않은 광고를 말한다. Jacob Hornik, op. cit., pp.38-43.

107) Michael Colvin, Roger Heeler, and Jim Thorpe, "Developing International Advertising Strategy," Journal of Marketing (Fall 1980), pp.73-79.

108) Sak Onkvisit and John J. Shaw(1985), op. cit., p.12.

109) Robert T. Green, William H. Cunningham, and Isabella C.M. Cunningham, and Isabella C.M. Cunningham, op. cit., pp.26-29.

110) Robert T. Green and Eric Langeard, "A Cross-National Comparison of Consumer Habits and Innovator Characteristics," Journal of Marketing (July 1975), pp.36-41.

111) Susan P. Douglas, op. cit., pp.13-18.

112) Susan P. Douglas and Christine D. Urban, "Life-Style Analysis to Profile Woman in International Market," Journal of Marketing (July 1977), pp.46-54.

113) Hans B. Thorelli, H. Becker, and J. Engledow, Information Seekers-An International Study of Consumer Information and Advertising Image (Cambridge:Ballinger Press, 1975), quoted in Ronald Anderson and Jack Engledow, "A Factor Analytic Comparison of U.S. and German Information Seekers," Journal of Consumer Research (March 1977), pp.185-196. n.2.

114) Ronald Anderson and Jack Engledow, op. cit., pp.185-196.(이들은 정보추구자를 미국은 Consumers Union의 회원을 말하며, 독일은 Stiftung Warentest와 DM-Verlag 회원으로 조작적 정의를 하였다.

115) Robert T. Green and Isabella C.M. Cunningham, "Family Purchasing Roles in Two Countries," Journal of International Business studies (Spring-Summer 1980), pp.93-97.

116) Donald J. Hempel, "Family Buying Decision:A Cross-Cultural Perspective," Journal of Marketing Research (August 1974), pp.295-302.

117) Alfred S. Boote, op. cit., pp.20-25.

118) Karen A. Berger, Barbara B. Stern, and J.K. Johansson, "Strategic Implications of a Cross-Cultural Comparison of Attribute Importance:Automobiles in Japan and the United States" (AMA Proceedings, 1983), pp.327-330.

19) Soo-Hyung Lee, "Evaluative Criteria for Convenience Goods Among the International Consumers:Implications for International Advertising Strategy," Research Review of Kyungpook National University, 41(986), pp.71-80.

120) John K. Ryans, Jr. and Claudia Fry, "Some European Attitudes on the Adverstising, Tramsference Question:A Research Note," Journal of Adverstisin, Vol.5. No.2.(1976), pp.11-13.

121) Peter G.P. Walters, op.cit., pp.55-56.

122) Jean J. Boodewyn(1981), op. cit., p.64.

제3장

1) 金光洙, "국제마아케팅의 제품전략에 관한 연구," 경영·경제연구, 제7권 제1호 부산대학교 산업개발연구소 (1988.12), p.200.

2) Warren J. Keegan, "A Conceptual Framework for Multinational Marketing," in Subhash C. Jain and Lewis . Tucker, Jr, eds., International Marketing:Managerial Perspectives (Boston:Kent Publishing Co., 1986), pp.60-64.

3) Sandra M. Husza호, Richard J. Fox, and Ellen Day, "Global Marketing:An Empirical Investigation," Coiumbia Journal of World Business (Twentieth Anniversary Issue 1985), pp.31-34:Robert F. 깨소, op.cit., p.26.

4) Ulrich Wiechmann, "Integrating Multinational Marketing Activities," in S. Watson Dunn and E.S. Lorimor, eds., International Advertising and Marketing (Columbus, Ohio:Grid Publishing, 1979), pp.29-33.

5) Warren J. Keegan, Global Marketing Management (Engloewwd Cliffs, N.J.:Prentice-Hall, 1989), p.497.

6) Gordon E. Miracle(1968), op. cit., p.35.

7) John S. Hill, op. cit., pp.36-136.

8) 김염제, 다국적광고론(서울:나남, 1986), pp.259-334.

9) 신한원, "다국적기업의 국제마아케팅전략에 관한 연구" (박사학위논문, 연세대학교, 1989.6), pp.98-103.

10) Heidi Vernon-Wortzel and Lawrence H. Wortzel, "Global Strategies for Multinationals from Developing Courtries," Columbia Journal of World Business (Spring 1988), pp.27-35.

11) James H. Donnelly Jr. "Attitudes Toward Culture and Approach to International Advertising," Journal of Marketing (July 1970), pp.60-63.

12) 安永甲, "국제기업의 한국자회사에 대한 마아케팅의사결정의 집중화와 표준화에 관한 연구," 경영학연구, 제14권, 제2호, 한국경영학회 (1985. 2), pp.81-96.

13) Dean M. Peebles, op. cit., pp.75-76.

14) 金光洙(1988), 전게논문, p.200.

15) John S. Hill, op. cit., pp.117-118.

16) Robert D. Buzzell, op. cit., pp.108-113.

17) Dean M. Peebles and John K. Ryans, Jr., Management of International Advertising (Boston:Allyn and Bacon, 1984), pp.195-196.

18) Gordon E. Miracle(1968), op.cit., pp.35-36.

19) Steuart Henderson Britt, "Standardizing Marketing For the International Market," Columbia Journal of World Business (Winter 1974), pp.40-44.

20) Ralph Z. Sorenson and Ulrich E. Wiehmann, op. cit., pp.43-44.

21) S. Watson Dunn, op.cit., pp.53-54.

22) Robert E. Hite and Cynthia Fraser, op. cit., p.13.

23) Robert T. Green, William H. Cunningham, and Isabella C.M. Cunningham, op. cit., pp.25-29.

24) Erdener Kaynak and Lionel A. Mitchell, "Anlysis of Marketing Strategies Used in Diverse Cultures," Journal of Advertising Research (June 1981), pp.25-31.

25) E.S. Lorimor, op.cit., p.59.

26) Jean J. Boddewyn, "Advertising Regulation in the 1980s:The Underlying Glonal Forces," Journal of Marketing (Winter 1982), p.32.

27) 朴光緖, "국제기업의 마케팅프로그램 표준화정도의 결정요인에 관한 실증적 연구" (박사학위논문, 고려대학교, 1990. 6.), pp.101-141.

28) Yoram Wind, "The Myth of Globalization," The Journal of Consumer Marketing (Spring 1986), pp.23-26.

29) Sak Onkvisit and John J. Shaw(1987), op.cit., p.45.

30) R. Eugene Klippel and Robert J. Boewadt, "Attitude Measurement As a Strategy Determainant for Standardization of Multinational Advertising Formats," Journal of International Business studies (Spring 1974), pp.39-49.

31) Jagdish N. Sheth(1978), op. cit., pp.131-141.

32) Jagdish N. Sheth, "A Market-Oriented Strategy of Long-Range Planning for Multinational Corporations," European Research (January 1977), pp.3-12.

33) Edward T. Hall, op. cit., pp.87-95.

34) Sak Onkvisit and John J. Shaw(1987), op.cit., p.53.

35) Jean J. Boddewyn(1981), op.cit., p.73.

36) Harry L. Davis, Susan P. Douglas, and Alvin J. Silk, "Measure Unreliability:A Hidden Threat to Cross-National Marketing Research?," Journal of Marketing (Spring 1981), pp.98-100.

37) Charles S. Mayer,:Multinational Marketing Research:Methodological Problems," in Hans Thorelli and Helmut Becker, eds., International Marketing Strategy (New York:Pergamon Press, 1980), pp.162-164.

38) Susan P. Douglas and C. Samuel Craig, International Marketing Research (Englewood Cliffs, N.J.:Prentice-Hall, 1983), p.137.

39) Loc. cit.

40) 諸上茂登(1985), "소비자행동의 비교문화적 연구의 방법の관する일고찰," 명대상학론총, 제67권 제2-7호, 명치대학상사연구소 (1985년 2월), p.462.

41) Robert T. Green and Phillip D. White, "Methodological Considerations in Cross-National Consumer Research," Journal of International Business Studies (Fall/Winter 1976), p.82.

42) Ibid., pp.81-82.

43) Susan P. Douglas and C. Samuel Craig, op. cit., p.138.

44) Robert T. Green and Eric Langeard, op. cit., pp.34-41.

45) Susan P. Douglas and C. Samuel Craig, op. cit., pp.138-139.

46) Ibid., p.139.그러나 Mayer는 이런 종류의 범주작 등가성을 정의적(definitional) 등가성으로 명명하고 있다.:Charles S. Mayer, op. cit., pp.164-165.

47) Robert T. Green and Phillip D. White, op.cit., pp.82-83.

48) 諸上茂登(1985), 전게논문, p.464.

49) emic과 etic이라는 용어는 언어학에서의 음계론(phonemics)과 음성학(phonetics)이라는 용어에 유래된다고 한다. 음소론은 어느 특정의 언어에서 사용되고 있는 음(sounds)에 대해 조사하는 연구이고, 한편 음성학은 개별언어의 음소론적 연구를 전언어를 망라한 보편적 과학에까지 일반화 할려는 시도인 것이다. 그러한 유추에서, emic 접근법이란 어느 특정의 현지모집단에서 발생하는 어떤 현상을 해당모집단에서의 제개념을 사용함으로써 가장 잘 설명할려는 시도라고 이해할 수 있고, 또 etic 접근법은 하나의 현지모집단을 초월하는 일반성을 가진 제개념을 사용하여 어떤 현상을 연구하는 접근법이라고 이해할 수 있다.<諸上茂登(1985), 전게논문, p.479>

50) Jacob Hornik, op. cit., p.37:Jacob Hornik and Steven C. Rubinow, "Expert-Respondents' Synthesis for international Advertising Research," Journal of Advertising Research (June 1981), p.10.

51) 諸上茂登(1985), 전게논문, p.467.

52) 전게논문, p.465.

53) Robert T. Green and Phillip D. White, op.cit., pp.83-84.

54) V.H. Kirpalani, International Marketing (New York:Random House, 1985), p.262.

55) Richard W. Brislin, "Back-Translation for Cross-Cultural Research," Journal of Cross-Cultural Psychology (September 1970), pp.185-216.

56) Robert T. Green and Phillip D. White, op.cit., p.84.

57) Simcha Ronen, Comparative and Multinational Management (New York:John Wiley & Sons, 1986), p.51.

58) Uma Sekaran., "Methodological and Theoretical Issues and Advancements in Cross-Cultural Research," Journal of International Business Studies (Fall 1983), p.64.

59) Robert T. Green, William H. Cunningham, and Isabelia C.M. Cunningham. op.cit., p.26.

60) Nancy J. Adler, "A Typology of Management Studies Involving Culture," Journal of International Business Studies (Fall 1983), pp.37-38.

61) Robert T. Green and Phillip D. White, op.cit., pp.84-85.

62) Uma Sekaran., op.cit., p.65.

제4장

1) R. Eugene Klippel and Robert J. Boewadt, op.cit., pp.39-49.

2) Harper W. Boyd, Jr., Michael L. Ray, and Edward C. Strong, op.cit., pp.27-29.

3) James F. Engel, Roger D. Blackwell, and Paul W. Miniard, Consumer Behavior (Chicago:Dryden Press, 1986), p.93.

4) Ibid., pp.91-144.

5) Ibid., pp.34-35.

6) Walter A. Henry, "Cultural Values Do Correlate With Consumer Behavior," Journal of Marketing Research (May 976), p.121.

7) 諸上茂登, "국제시장세분화분석への 가치변수の도입," 명대상학론총, 제70권 제1호, 명치대학상학연구소 (1987년 10월), pp.26-29:Susan P. Douglas, op.cit., pp.12-13:Subhash C. Jain, International Marketing Management (Boston:Kent publishing Co., 1984), pp.330-332.

8) Theodore Levitt, op.cit., p.94.

9) 諸上茂登(1987), 전게논문, pp.26-29.

10) 金光洙, "국제시장세분화와 시장선택에 관한 연구," 부산상대론집, 제58집, 부산대학교 상과대학 (1989. 12), pp.69-70.

11) Susan P. Douglas and Bernard Dubois, op.cit., p.105.

12) Russell I. Halery, "Benefit Segmentation:A Decision-oriented Research Tool," Journal of Marketing (July 1968), pp.30-31.

13) Emanuel Demby, "Psychographics and from Whence It came," in William D. Wells, ed., Life style and Psychographics (American Marketing Association, 1974), pp.13-28.

14) Ronald Anderson and Jack 뚜�C��, op.cit., pp.185-186.

15) Abdolreza Eshghi and Jagdish N. Sheth, "The Globalization of Consumption Patte군:An Empirical Investigation," in Erdener Kaynak, ed., Global Perspectives in Marketing (New York:Praeger Publishers, 1985), pp.140-146:William D. Wells, "Psychographics:A Critical Review," Journal of Marketing Research (May 1975), pp.201-208.

16) Paul M. Gurwitz, "Ipsative Rescaling:an Answer to the Response Set Problem in Segmentation Analysis," Journal of Advertising Research (June/July 1987), p.40:Karen A. Berger, Barbara B. Stern, and J.K. Johansson, op.cit., p.328:R. Parameswaran and A. Yaprak, "A Cross-National Comparison of Consumer Research Measure," Jornal of International Business Studies (Spring 1987), pp.35-47:John U. Farley, Jerrold Katz, and Donald R. Lehmann, "Impact of Different Comparison Sets on Evaluation of a New Subcompact Car Brand," Journal of Consumer Research (September 1978), p.139.

17) Robert T. Green, William H. Cunningham, and Isabella C.M. Cunningham, op.cit., p.28:Russell I. Haley, op.cit., pp.30-35.

18) William G. Zikmund, Business Research Methods (Chicago:Dryden Press 1984), p.260.

19) Karen A. Berger, Barbara B. Stern, and J.K. Johansson, op.cit., p.328.

20) Michael B. Mazis, Olli T. Ahtola, and R. Eugene Klippel, "A Comparison of Four Multi-Attribute Models in the Prediction of Consumer Attitudes," Journal of Consumer Research (June 1975), p.43.

21) Terry L. Childers, "Assessment of Psychometric Properties of an Opinion Leadership Scale," Journal of Marketing Research (May 1986), p.184.

22) James F. Engel, Roger D. Blackwell, and Paul W. Miniard, op.cit., p.315.

23) Terry L. Childers, op.cit., pp.184-188.

24) Henry Assael, Consumer Behavior and Marketing Action (Boston:Kent Publishing Co., 1984), p.540.

25) Hans B. Thorelli, "The Information Seekers:Multinational Strategy Target," in Hans B. Thorelli and Helmut Becker, eds., International Marketing Strategy (New York:Pergamon Press, 1980), p.136.

26) 미국, 일본소득기준은 다음의 것을 참조하였음.

① 미국:William Wells, John Burnett, and Sandra Moriarty, Advertising (Englewood Cliffs, N.J.:Prentice-Hall, 1989), pp.129-136.

② 일본:명치대학교, 諸上茂登 교수의 도움을 받았음.

27) Susan P. Douglas, op.cit., pp.13-14.

28) Paul M. Gurwitz, op.cit., p.37.

29) William H. Cunningham, Isabella C.M. Cunningham, and Robert T. Green, "The Ipsative Process to Reduce Response Set Bias," The Public Opinion Quarterly (Spring 1977), p.379.

30) Karen A. Berger, Barbara B. Stern, and J.K. Johansson, op.cit., p.328.

31) William H. Cunningham, Isabella C.M. Cunningham, and Robert T. Green, op.cit., p.384.

32) 자료변형(data transformation)의 방법에는 Cunningham 등이 사용한 "Ipsative Process"가 있으나, 본 논문에서는 Cunningham의 이 방법을 약간 달리하여, 개념적으로 더 명확하고, 방법상 더 간단한 다음과 같은 Gurwitz의 방법을 채택하였다.(Paul M. Gurwitz, op.cit., p.39).

"Ipsative process"

Iij = (Xij-Mi)/Si where

Iij = the ipsatized response of respondent I to item j

Xij = the raw response of respondent I to item j

Mi = respondent i's mean raw score, and

Sj = the standard deviation of respondent i's raw responses.

제5장

1) Fred N. Kerlinger, Foundational of Behavioral Research (New York:Holt, Rinehart and Winston, 1986), pp.404-415.

2) 채서일, 사회과학 조사방법론(서울:법문사, 1990), p.251.

3) 분산분석은 다음과 같은 논문과 책을 참조하였다. 吳澤燮, 사회과학 데이터 분산방법 (서울:나남, 1990), pp.169-226:Gudmund R. Iversen and Helmut Norphth, Analysis of Variance in Research on the Effectiveness of TV Commercials," Journal of Marketing Research (May 1974), pp.136-142.

4) Karen A. Berger, Barbara B. Stern, and J.K. Johansson, op.cit., p.327.

5) Barbara Mueller, op.cit., pp.55-56.

6) Mark I. Alpert, "Identification of Determinant Attributes:A Comparison of Methods," Journal of Marketing Research (May 1971), p.184.

7) Sak Onkvisit and John J. Shaw(1987), op.cit., p.48.

8) James F. Engel, Roger D. Blackwell, and Paul W. Miniard, op.cit., p.32.

9) Karen A. Berger, Barbara B. Stern, and J.K. Johansson, op.cit., pp.329-330.

10) Russell W. Belk and Richard W. Pollay, "Materialism and Status in Japaness and U.S. Print Advertising," International Marketing Review (Winter 1985), pp.24-27.

11) James F. Engel, Roger D. Blackwell, and Paul W. Miniard, op.cit., p.95.

12) Louis E. Boone and Devid L. Kurtz, Contemporary Marketing (Chicago:Dryden Press, 1986), p.129.

13) William M. Pride and O.C. Ferrell, op.cit., pp.44-47.

14) Philip Kotler, Marketing Management (Englewood Cliffs, N.J.:Prentice-Hall, 1984), p.131.

15) 유의적인 상호작용이 있을 경우 일반적으로 주효과에 영향을 미치는 상호작용의 의미를 고려해야 하나, 본 연구의 자료분석결과에서는 주효과가 강하고 상호작용이 서열적으로 나타나기 때문에 주효과만을 검토해도 무리가 없을 것으로 본다. .

16) 崔炳龍, 최신소비자행동론 (서울:박영사, 1987), p.418.

17) Abdolreza Eshghi and Jagdish N. Sheth, op.cit., pp.133-134.

18) Fred D. Reynolds, Melvin R. Cra나, and William D. Wells, "The Modern Feminine Life Style," Journal of Marketing (July 1977), pp.38-41.

19) Ibid., pp.39-40.

20) Heimut Becker, "Is there a Cosmospolitan Information Seeker?," Journal of International Business Studies (Spring 1976), p.77.

21) Hans B. Thorelli and Jack L. 뚜�C��, "Information Seekers and Information Systems:A Policy Perspective," Journal of Marketing (Spring 1980), pp.9-13.

22) Jean J. Boddewyn(1981), op.cit., p.69.

23) Hans B. Thorelli, op.cit., 133-141.

24) Helmut Becker, op.cit., pp.80-81.

25) 崔炳龍, 전게서, pp.199-201.

26) P.W. Turnbull and A. Meenaghan, "Diffusion of Innovation and Opinion Leadership," European Journal of Marketing, Vol.14. No.1(1980), pp.16-28.

27) Charles W. King and John O. Summers, "Overlap of Opinion Leadership Across Consumer Product Categories," Journal of Marketing Research (February 1970), pp.46-49:David B. Montgomery and Alvin J. Si다, "Clusters of Consumer Interests and Opinion Leaders' Spheres of Influence," Journal of Marketing Research (August 1971), pp.317-321.

28) James H. Myers and Thomas S. Robertson, "Dimensions of Opinion Leadership," Journal of Marketing Research (February 1972), pp.44-45:Terry L. Childers, op.cit., p.187.

29) Robert T. Green, William H. Cunningham, and Isabella C.M. Cunningham, op.cit., pp.25-29.

30) Karen A. Berger, Barbara B. Stern, and J.K. Johansson, op.cit., pp.327-332.

31) Susan P. Douglas, op.cit., pp.15-19.

32) Abdolreza Eshghi and Jagdish N. Sheth, op.cit., pp.140-145.