Index

A

Acer Computers 60

achievement-ascription 50

celebrity endorsements 99 “103

cook like a professional chef 104 “5

corporate image 104

definitions 97 “8

measurable results 103

reconciling 105 “7

senior-junior relationships 103 “4

use of experts 98 “9

advertising 5, 59

appealing to general public 78

categories of Caucasians 101

comparative 65

diffuse customers 78

dilemmas

examples 307

repetition 306 “7

verbal vs visual 305 “6

ethnic 219 “20

family-oriented 63 “4

fantasy 76 “7

franchises 183

high-context 77

humorous 86 “7, 91

implicit/indirect 75 “6

in-your-face 75

Internet/ online 239

offensive 90

silly 86

television 64 “5, 73 “4

use of experts 98 “9

affective see neutral-affective

agency theory 195 “6

Albert Hejn 56

Amazon 247 “8, 267 “71

American Airlines 309 “11

Ampex 115

AOL (America Online) 243

Apple Computer 167 “8

Armani 201

ascription see achievement-ascription

Asia Manufacturing Online 80

Askegaard, S. 163, 164

AT&T 141 “2

Automatic Teller Machine (ATM) 81--3