Results 121 to 130 of about 1,255,569 (308)
Journal of Consumer Behaviour, EarlyView.ABSTRACT Highlighting diversity‐related attributes has become an increasingly prominent marketing communication strategy in virtual influencer endorsement practices. Prior research has largely focused on commercial endorsement contexts, conceptualized diversity as a homogeneous and single‐dimensional construct, and emphasized its predominantly positive
Chi‐Cheng Luan, Su Zhang, I‐Lien Li
wiley +1 more source
Guerrilla advertising cases study in public transport
Business: Theory and PracticeGuerrilla marketing in public transport is distinguished by the fact that it usually avoids traditional advertising methods such as television commercials or newspaper ads.
Aldona Jarašūnienė +1 more
doaj +1 more source
Journal of Consumer Behaviour, EarlyView.ABSTRACT Many brands have added highly incongruent products to their product lines, such as Lay's Chicken and Waffles Potato Chips, Blueberry Cheerios, and Carrot Cake Oreos. This paper investigates how highly incongruent products influence the choice of pre‐existing items in the product line.
Brittney Stephenson +4 more
wiley +1 more source
Feeling Right Matters: The Impact of Character Design–Appeal Match on Social Media Engagement
Journal of Consumer Behaviour, EarlyView.ABSTRACT In today's saturated digital environment, brands increasingly use characters to capture attention and engage consumers on social media. Yet little research has examined how brand character design interacts with advertising appeals in social media communication.
Luyao Hao, Takeshi Moriguchi
wiley +1 more source
Internet Marketing - the effectiveness of PPC advertising campaigns
, 2010 Záměrem bakalářské práce v teoretické části bylo usadit pojem online reklama mezi ostatní formáty, rozlišit jednotlivé druhy online reklamy a konkrétně zdokumentovat základní východiska PPC reklamy. Dále pak porovnat a definovat současné PPC systémy.
Neugebauer, Josef
core
Evolving Paradigms of Sustainability in Luxury Fashion: Evidence From an Emerging Market
Journal of Consumer Behaviour, EarlyView.ABSTRACT The global fashion industry is both an economic driver and a major contributor of environmental and social challenges. This research examines how sustainable luxury fashion is constructed and adopted within an emerging market context by integrating perspectives from entrepreneurs, industry managers, and consumers.
Sandipan Sen +4 more
wiley +1 more source
The Meaning World of Guerrilla Marketing Campaigns through Semiotic Analysis
İletişim Kuram ve Araştırma DergisiGuerrilla marketing is an innovative and unconventional approach to advertising that aims to create a lasting impact on consumers through creativity and surprise.
Nebi Seren, Fatih Bilici
doaj +1 more source
Educational Values through Advertising. ONCE Campaigns on the Radio
, 2018 Advertising transmits values that help forming a kind of society or bring to light the changes that occur in it. Our society is experiencing a rising level of awareness about the need to build a world with values, or human values. In the recent past, the
González, Aurora, Area, Sarai
core
Who are we scaring with high fear road safety advertising campaigns? [PDF]
, 2002 Despite decades of research with mixed results, fear-based public health campaigns continue to be extensively used around the world. This study examined the impact of a fearbased advertising campaign targeted at reducing unsafe driving behaviour and ...
Tay, Richard S., Ozanne, Lucie
core +1 more source
Consumer attitudes and interactive digital advertising
, 2009 This research examines consumer attitudes towards four SUb-types of interactive digital advertising: internet-based e-and email advertising, and mobile-phone-based SMS- and MMS-type advertising.
Cheng, Julian Ming-sung; Blankson, Charles; Wang, Edward Shih-Tse; Chen, Lily Shui-Lien +9 more
core +1 more source