Despacho: Módulo XVI, 307
+34 91 497 3552
+34 91 497 8725
shintaro.okazaki@uam.es
Last updates: 18/11/2008
 
Publications
1) Referred international journals:
  Okazaki, Shintaro, Taylor, Charles R. and Zou, Shaoming (forthcoming), “Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance", Journal of Advertising .
  Okazaki, Shintaro (forthcoming), “Excitement or sophistication? A preliminary exploration of online brand personality", International Marketing Review .
  Chung, Hwiman and Okazaki, Shintaro (forthcoming), "Component differences in sex role in the ads: A cross-cultural comparison", Southwest Mass Communication Journal .
  Katsukura, Akihisa, Okazaki, Shintaro, and Nishiyama, Mamoru (forthcoming), "Creación de la marca a través de la comunicación de teléfono móvil", Journal of Advertising Science (in Japanese).
  Taylor, Charles R. and Okazaki, Shintaro (2006), "Who Standardizes Advertising More Frequently and Why Do They Do So? A Comparison of U.S. and Japanese Subsidiaries' Advertising Practices in the European Union", Journal of International Marketing , vol. 14, n o 1, p. 98-120.
  Okazaki, Shintaro (2006), “What do we know about mobile Internet adopters? A cluster analysis", Information & Management , n o 43, p. 127-141.
  Okazaki, Shintaro (2005), "Mobile advertising adoption by multinationals: Senior executives' initial responses", Internet Research: Electronic Networking and Applications , vol.15, n o 2, p. 160-180.
  Okazaki, Shintaro (2005), "New Perspectives of M-Commerce Research", Journal of Electronic Commerce Research , vol. 6, N o 3, p. 160-164.
  Okazaki, Shintaro (2005), "Searching the Web for global brands: how do American brands standardize their Websites in Europe?" European Journal of Marketing, 2005, Vol 39 Nº 1/2, p. 87-109.
  Okazaki, Shintaro (2004), "How do Japanese consumers perceive wireless advertising? A multivariate analysis", International Journal of Advertising, Vol 23 Nº 4, pp. 429-454.
  Okazaki, Shintaro & Alonso, Javier (2004), "Standardisation of international advertising in European markets after the introduction of euro: from the perspectives of traditional media, Internet, and mobile communications", Yoshida Hideo Memorial Froundation Research Report, Vol 37, pp. 13-26 (in Japanese).
  Okazaki, Shintaro (2004), "Do multinationals standardise or localise: the cross-cultural dimensionality of Japanese multinationals' product-based websites", Internet Research: Electronic Networking and Applications,Vol 14 Nº 1, pp.81-94.
  Okazaki, Shintaro (2004), "Does culture matter? Identifying cross-national dimensions in Japanese multinationals' product-based websites", Electronic Markets, Vol 14 Nº 1, pp. 58-69.
  Okazaki, Shintaro & Alonso, Javier (2003), "Beyond the Net: cultural values reflected in Japanese multinationals' Web communication strategies", Journal of International Consumer Marketing, Vol 16 Nº 1, pp. 47-70.
  Okazaki, Shintaro & Alonso, Javier (2003), "Right messages for the right site: online creative strategies by Japanese multinational corporations", Journal of Marketing Communications, Vol 9 Nº 4, pp. 221-239.
  Okazaki, Shintaro & Alonso, Javier (2002), "A content analysis of multinationals' web communication strategies: cross-cultural research framework and pre-testing", Internet Research: Electronic Networking and Applications, Vol 12 Nº 5, pp.380-390.
  Okazaki, Shintaro (2002), "Web advertising standardisation by Japanese multinationals: a cross-cultural comparison in Japan, Spain and the U.S.", Yoshida Hideo Memorial Foundation Research Report, Vol 35, pp.73-83 (in Japanese).
   
2) Referred Spanish Journals:
  Okazaki, Shintaro (2005), "Multidimensionalidad del sitio Web en mercados internacionales: un análisis comparativo en Japón, España y EE.UU.”, Revista Europea de Dirección y la Economía de Empresa , vol. 14, n o 2, p. 191-210.
  Okazaki, Shintaro & Alonso, Javier (2005), "¿Estandarización o localización?: Estrategias creativas online de las multinacionales japonesas", Dirección y Organización: Revista de Dirección, Organización y Administración de Empresas, Nº 31 (forthcoming).
  Goy, Ana & Okazaki, Shintaro (2004), "La investigación en España en comportamiento del consumidor", Estudios sobre Consumo, Nº 68, pp.27-39.
  Okazaki, Shintaro (2003), "Estudio preliminar sobre el impacto de la introducción del euro en las estrategias de marketing de las multinacionales: El caso japonés", Investigación y Marketing, Nº 80, pp. 43-46.
  Okazaki, Shintaro & Alonso, Javier (2003), "Comunicación de marketing online: Factores influyentes de la publicidad Web de las multinacionales japonesas", Investigación y Marketing, Nº 78, pp.6-10.
  Okazaki, Shintaro & Alonso, Javier (2002), "Interculturalidad y globalización: Una aplicación en el área de la estandarización en Japón, España y EE.UU.", Cuadernos Aragoneses de Economía, Vol 12 Nº 1, pp. 65-96.
  Okazaki, Shintaro (2002), "Contexto y dimensión de cultura: Análisis sociolingüístico del idioma japonés", Misceláneas Comillas, Vol 116 Nº 60, pp. 269-288.
   
3) Referred Conference Proceedings:
  Okazaki, Shintaro and Taylor, Charles R. (2005), "Understanding advertising standardisation in an European context: An empirical model", in G. Troilo (ed.), Proceedings of the 34th European Marketing Academy (EMAC) Conference 2005 : Rejuvenating Marketing: Contamination, Innovation, Integration. Bocconi Univeristy. CD-ROM.
  Katsukura, Akihisa, Okazaki, Shintaro, and Nishiyama, Mamoru (2005), "An empirical study of branding effects by mobile media", in T. Hirashiki (ed.), Proceedings of the Annual Conference of the Japan Academy of Advertising , Okinawa International University, Japan, p. 108-111.
  Okazaki, Shintaro, Chung, Hwiman, and Gómez, Monica (2005), "Sex Roles and Magazine Ads: A Cross-Cultural Content Analysis in Spain and the U.S.A.", in T. D. Harcar (ed.), Congress Yearbook: Proceedings of the 14th World Business Congress. International Management Development Association , p. 483-490.
  Okazaki, Shintaro (2005), "Website Standardization of America's Top Brands: An Empirical Assessment", in T. D. Harcar (ed.), Congress Yearbook: Proceedings of the 14th World Business Congress. International Management Development Association , p. 491-497.
  Okazaki, Shintaro (2005), "Identifying the degree of online standardisation: A cross-national analysis of American brands' websites in Europe", in S. Diehl, R. Terlutter and P. Weinberg (eds.), Proceedings of the 4th International Conference on Research in Advertising , Saarland University, Saarbrücken, p. 138-144.
  Okazaki, Shintaro and Taylor, Charles R. (2005), "Antecedents and consequences of advertising standardisation: A conceptual model and research propositions", in S. Diehl, R. Terlutter and P. Weinberg (eds.), Proceedings of the 4th International Conference on Research in Advertising , Saarland University, Saarbrücken, p. 145-152.
  Katsukura, Akihisa, Nishiyama, Mamoru and Okazaki, Shintaro (2005), "Evidence from Japan: A preliminary scale development of consumer perceptions on mobile portal sites", in S. Diehl, R. Terlutter and P. Weinberg (eds.), Proceedings of the 4th International Conference on Research in Advertising , Saarland University, Saarbrücken, p. 242-248.
  Okazaki, Shintaro (2005), "Let me browse my mobile: Understanding mobile Internet adopters", in C. DeMoranville (ed.), Proceedings of the 12th Biennial World Marketing Congress (forthcoming).
  Okazaki, Shintaro, Gómez, Monica & Chung, Hwiman (2005), "Feminism and women's role portrayal: A cross-cultural analysis in the U.S. and Spain", in C. DeMoranville (ed.), Proceedings of the 12th Biennial World Marketing Congress (forthcoming).
  Okazaki, Shintaro (2005), “External search, content credibility and intrinsic gratifiers influencing attitude toward wireless ads", in Y.W. Ha and Y. Yi (eds.), Asia-Pacific Advances in Consumer Research , vol. 6, p. 5-12.
  Okazaki, Shintaro (2004), "Consumer acceptance of wireless advertising: An exploratory study", in P. Rose (ed.), Proceedings of 2004 Conference of the American Academy of Advertising, pp. 145-149.
  Okazaki, Shintaro (2004), "Attitude towards wireless ads: The case of Japanese consumers", in J.L. Manuera (ed.), Proceedings of the 33nd European Marketing Academy (EMAC) Conference 2004: Worldwide marketing? CD-ROM.
  Okazaki, Shintaro & Alonso, Javier (2003), "Right messages for the right site: Online creative strategies by Japanese multinationals", in L. Carlson (ed.), Proceedings of 2003 Conference of the American Academy of Advertising, pp.78-79.
  Okazaki, Shintaro & Alonso, Javier (2003), "Corporate image reflected on Japanese multinationals product-based Websites: A cross-cultural examination", in M. Saren (ed.), Proceedings of 32nd European Marketing Academy (EMAC) Conference 2003 Marketing: Responsible and Relevant? CD-ROM.
  Goy, Ana & Okazaki, Shintaro (2004), "La investigación en España en comportamiento del consumidor (1989 - 2003)", in M. C. Fuentes (ed.), Actas del XV Encuentro de Profesores Universitarios de Marketing, pp. 123-136.
  Okazaki, Shintaro (2002), "Online information strategies by Japanese multinationals: A content analysis of Web ads in Japan, Spain and the U.S.", in S.S. Hassan, E. Bigné & J.S. Johar (eds.), Proceedings of Academy of Marketing Science 2002 Multicultural Marketing Conference, pp. 558-569.
   
4) Book Chapters:
 

Okazaki, Shintaro and Taylor, Charles R. (forthcoming), “Towards a Understanding Advertising Standardization in the European Union: A theoretical framework and research propositions” in International Advertising and Communication – New Insights and Empirical Findings. Editorial: GABLER Verlag/Deutscher Universitätsverlag (Germany).

 

Okazaki, Shintaro (forthcoming), “Comparative Evaluation of American Brands' Websites in Europe: What Do They Standardise?” in International Advertising and Communication – New Insights and Empirical Findings. Editorial: GABLER Verlag/Deutscher Universitätsverlag (Germany)