Daniel W. Baack

Daniel W. Baack
University of Denver · Department of Marketing

Ph.D.

About

28
Publications
26,177
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1,160
Citations

Publications

Publications (28)
Article
Full-text available
Native advertising has attracted a lot of attention among academics interested in the ad format designed to mimic editorial content and provide consumers with often hard-to-find and detailed information. Yet its earlier predecessor, the advertorial, is used more frequently for information dissemination in the economic development and finance sector...
Article
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Research Summary With respect to entry mode decisions, psychic distance may play two contradictory roles. On one hand, the Transaction Cost perspective is concerned with opportunism. Psychic distance magnifies the threat of opportunism, which encourages higher levels of control by foreign firms. Conversely, the New Internalization perspective empha...
Article
Full-text available
Advertising practitioners and academics have long focused on adaptation of marketing communications when entering foreign markets. This paper extends and replicates past research on this topic by examining adaptation of outdoor advertising in response to cultural differences and level of country development. A content analysis of outdoor advertisem...
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Marketing managers face increasing demands for effectiveness measurement including more rigorous assessment of the match between marketing communication objectives and results. This study provides an analysis of current objective-setting practices and a comparison with past industry practices by applying a traditional communication task model to ma...
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The purpose of this research is to examine how advertising influences managerial perceptions of countries as a place to build, establish, or purchase a business in foreign locations. Principles from John Dunning’s OLI theory frame the discussion. Using an online survey method, we exposed managers with investment and real estate selection responsibi...
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Advertisers commonly use celebrity endorsers to increase the effectiveness of advertising in persuading consumers. In many cases, these celebrities endorse more than one brand. Little is known, however, about the benefit to brands from these multiple endorsements by the same celebrity. This research applies classical conditioning theory to an explo...
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Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercial...
Article
Recent research suggests that the customization of online marketing messages to meet the cultural preferences of immigrant communities increases preferences for those messages. Level of acculturation may be used as a segmentation variable that accounts for this effect, with lower levels of acculturation matching the preference for the home country'...
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Countries compete intensely for foreign direct investment (FDI) and perform a wide range of activities to attract it. Research on FDI promotion often overlooks the effects of advertising. To fill this gap in the literature, this study analyzes the content of FDI advertising to explain its structure. To guide the analysis, the authors use Dunning's...
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Little research has examined how international firms' operations strategies affect dynamic capability creation or how cultural distance affects operations management. This study addresses these gaps by bridging the work on dynamic capabilities, two operations management techniques (product modularization and supplier integration) and cultural dista...
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Purpose – The primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis-à-vis key competitors. Design/methodology/approach – The authors integrate free association protocols, response latency, and more conventional scale items to develop...
Article
Purpose – The purpose of this paper is to fill a gap in the literature by examining the link between managerial attitudes regarding localization practices and firm behavior. The paper compares manager perceptions and understanding of their firm's web localization practices to the actual localization on their firm's web sites. Design/methodology/app...
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Using a combination of exploratory and traditional approaches, we replicate and extend previous research on creativity and memory effects. The first study examines creativity's effect on advertising recall using two nontraditional media: airport terminal and preshow cinema advertising. Results suggest that differences in how consumers interact with...
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We present a meta-analysis of the effects of cultural differences on multinational firms' entry strategy and performance. Replicating previous studies, we find only a weak negative relationship between cultural differences and both entry strategy and performance. However, when the moderating effects of time, MNE origin, and cultural-differences ope...
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The U.S. Hispanic online market consists of the most affluent and educated members of the U.S. Hispanic population. The segment is large, increasing in size, and its members prefer culturally-adapted marketing messages. Currently, no frameworks are available to help marketers culturally customize websites for U.S. Hispanics. The objective of this s...
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Purpose – Strategic contingency theory maintains that a successful strategy should fit the features of the environment in which it is implemented, suggesting that different strategies are required in different world markets. In contrast, Porter posited three generic strategies, and asserted that to be effective firms should consistently use only on...
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The U.S. Hispanic Internet user is an emerging and relatively unexplored consumer segment in the marketing literature. In this study an attempt is made to gain phenomenological insights into the web site content expectations of U.S. Hispanic consumers. The study uses the focus group method to generate an experiential account of U.S. Hispanic consum...
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Various studies find that marketing communications reflect specific cultures. Most of these studies conceptualize culture in terms of one cultural framework, use a two-country sample, focus on print or television advertising, and do not statistically validate the measures used. This study addresses these issues by testing the applicability of the c...
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Abstract Results from past research on the effectiveness of gun control legislation have been mixed. This study posits that one of the reasons for these conflicting results is the use of individual laws as the major variable. Instead, this study uses a holistic and comprehensive measure of state gun control laws, grouping states into extreme and la...
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Purpose – To effectively target and reach consumers on the worldwide web, companies need to determine what level of web site adaptation is necessary. Explores how cultural differences affect adaptation of web content by B2C e‐commerce firms. Design/methodology/approach – This study uses a content analysis framework to systematically analyze the cu...
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Results from past research on the effectiveness of gun control legislation have been mixed. This study posits that one of the reasons for these conflicting results is the use of individual laws as the major variable. Instead, this study uses a holistic and comprehensive measure of state gun control laws, grouping states into extreme and lax gun con...
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In the marketing and advertising literature very few studies have addressed the issue of Web site standardization or localization, and there is a debate as to whether Web sites are culturally neutral or culturally sensitive documents. To address this confusion and deficit in the literature, this research studies how cultural values are reflected in...
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One hundred personal advertisements from homosexual men who disclosed their HIV-status were analyzed for content. Results supported the hypotheses that HIV-negative men would be more likely to specify positive characteristics for their partners, prescribe a seriousness for the relationship, be older and write longer ads. HIV-positive men were more...
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The study of culture is an important component of international business research. This article reviews 111 empirical papers on the topic from Management International Review and International Business Studies. The review finds that the theoretical framework presented by Hofstede (1980) dominates the literature. Additionally, the literature can be...
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Full-text available
This analysis examines views of the term “psychic distance” and its application to the strategic choice process and managerial arrangements in international operations. It offers a background and conceptual framework of psychic distance, which stresses individual experience as part of the process. Individual experience is explored in terms of its c...

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