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Decoding the dual desire: Expressive and impressive motivations for neo-luxury wearables Journal of Marketing Communications Pub Date : 2024-03-10 Maria Petrescu, Sheen Kachen, Costinel Dobre, Anca Milovan-Ciuta, Mihai Orzan
In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communica...
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The effectiveness of health warning labels and environmental warning labels in different contexts of advertisements and public service announcements Journal of Marketing Communications Pub Date : 2024-02-27 Yongick Jeong, Pham Phuong Uyen Diep, Huu Dat Tran
Previous research has proposed the positive effects of warning health/safety labels. Nevertheless, their effectiveness compared to environmental warning labels (i.e., ecolabels), especially in limi...
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The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness Journal of Marketing Communications Pub Date : 2024-02-19 Alcina Gaspar Ferreira, Cátia Fernandes Crespo, Fábio Matos Ribeiro, Patrícia Barreiros
Regarding the popularity of social media platforms among consumers, influencer marketing is increasingly present in brands’ communication strategies. This study adds to the knowledge about the driv...
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CSR fit with CEO image: Unpacking its influence on stakeholder engagement and authenticity perception Journal of Marketing Communications Pub Date : 2024-02-15 Keonyoung Park
This study explores the significant role of Chief Executive Officers (CEOs) in communicating a corporation’s commitment to Social Responsibility (CSR) and their influence on consumer engagement in ...
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An Introduction to this Special issue: A step change in marketing communication education - the next urgent steps for research Journal of Marketing Communications Pub Date : 2024-02-12 Gayle Kerr, Ian Lings, Philip J. Kitchen
Published in Journal of Marketing Communications (Vol. 30, No. 2, 2024)
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Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization Journal of Marketing Communications Pub Date : 2024-01-26 JoAnn Sciarrino, Todd Kirk, John Prudente
Audience deficiency units (ADUs) have become a standard part of ‘making good’ the guaranteed media delivery for linear TV. However the impact of unadjusted linear TV ADUs on marketing mix models (M...
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Nostalgia marketing - a systematic literature review and future directions Journal of Marketing Communications Pub Date : 2024-01-23 Mayukh Mukhopadhyay
This study addresses the knowledge gap in nostalgia marketing by examining its theoretical foundations, consumer behavior implications, and brand promotion aspects. Through a comprehensive review o...
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Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility Journal of Marketing Communications Pub Date : 2024-01-09 Papaporn Chaihanchanchai, Saravudh Anantachart, Nalinnipa Ruangthanakorn
Virtual influencers, asa new type of product endorser, are becoming more visible to the public. However, their persuasiveness remains unclear. This study primarily aimed to analyze the influence of...
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Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry Journal of Marketing Communications Pub Date : 2024-01-07 Ghaith Al-Abdallah, Rojan Barzani, Ala’ Omar Dandis, Mohammad Al Haj Eid
This study aims to investigate the influence of firm-generated content (FGC) on Carrefour’s consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular focus on the Kurd...
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Impact of corporate purpose and product attractiveness on job satisfaction and turnover: Evidence from Japanese industries Journal of Marketing Communications Pub Date : 2024-01-03 Takumi Kato, Masaki Koizumi
While some individuals prefer to work for empathic companies, others may be attracted to those with appealing products or services. This study compares the effects of company purpose and products o...
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Engaging with (vs. avoiding) personalized advertising on social media Journal of Marketing Communications Pub Date : 2023-12-21 Sandra Maria Correia Loureiro, Linda Hollebeek, Raouf Ahmad Rather, Luis Ruivo, Kristel Kaljund, João Guerreiro
This study investigates binomial consumer brand engagement (vs. advertising avoidance) in the social media context. Grounded in social exchange theory, the relationships between personalized advert...
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The power of synergy to reinvent IMC education Journal of Marketing Communications Pub Date : 2023-12-17 Gayle Kerr, Frank Mulhern, Vijay Viswanathan, Philip Kitchen, Vesna Zabkar, Ian Lings, Jerry Kliatchko
In Integrated Marketing Communication (IMC), the power of synergy has been demonstrated across disciplines, media types, multi-platforms and multi-tasking and across the customer journey. However, ...
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Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement Journal of Marketing Communications Pub Date : 2023-12-09 Sitan Li
Streaming platforms are revolutionizing the product placement practices in TV series via the embedment of brands using popular screenwriting and filmmaking techniques that could alter consumers’ pe...
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Editorial Journal of Marketing Communications Pub Date : 2023-12-07 Philip J. Kitchen
Published in Journal of Marketing Communications (Vol. 29, No. 8, 2023)
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Thematic analysis of Direct-To-Consumer Advertising (DTCA) for vaccination campaigns during the COVID-19 pandemic: Healthcare experts’ insights Journal of Marketing Communications Pub Date : 2023-12-04 Mohammad Reza Paygah, Amir Mohammad Colabi
In response to the COVID-19 pandemic in Iran, the government expedited vaccination efforts, notably introducing COVIran Barekat, a domestically-produced vaccine. Extensive promotion campaigns for C...
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Artificial intelligence and ChatGPT: Exploring Current and potential future roles in marketing education Journal of Marketing Communications Pub Date : 2023-12-01 Anna R. McAlister, Saleem Alhabash, Jing Yang
Amid growing concerns about use of Artificial Intelligence (AI)-powered technologies like ChatGPT by students and researchers, this paper provides a brief overview of AI, focusing primarily on Chat...
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A step change in marketing communication education - the next urgent steps for research Journal of Marketing Communications Pub Date : 2023-11-28 Gayle Kerr, Ian Lings, Philip J. Kitchen
Our world, and our workplace, has undergone a disruptive step change. It has transformed the way universities operate, what industry demands, how we teach and the way our students learn. That is wh...
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The linguistic fetish in multilingual advertising: an audio message translated into seven foreign languages Journal of Marketing Communications Pub Date : 2023-11-18 Juan Miguel Alcantara-Pilar, Iván Manuel Sánchez-Duarte, María Eugenia Rodríguez-López, Shakira Abarkane Abdel-Lah
Language is often used for symbolic purposes in international advertising. Companies make strategic use of foreign language in their advertising campaigns on the basis that the characteristics give...
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Effect of product placement labeling on visual product and brand reception – an empirical eye tracking study Journal of Marketing Communications Pub Date : 2023-11-18 S. Ronft, M. G. Friedrich, Md Sofiullah
Product placement is regarded as a strategic advertising tool for promoting commercial content in the broadcasting industry to promote sales or brand recognition via audiovisual media. Considering ...
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Competitive advantage for life: an industry view of marketing communication education Journal of Marketing Communications Pub Date : 2023-11-14 Gayle Kerr, Ian Lings, Leigh Terry, Jef Richards, Bruce Muirhead
A competitive advantage is the desired outcome of a sound marketing communication strategy. However, there are scant explorations of how marketing communication education can build competitive adva...
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A New Framework for IMC Planning Journal of Marketing Communications Pub Date : 2023-11-05 Jerry Kliatchko, Roshan Uttamchandani
Over the last 30 years, our understanding of Integrated Marketing Communication (IMC) and how to apply it has been slowly approaching a consensus. However, the same cannot be said about how to teac...
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The Hierarchical Utility of Credence Attributes of Orange Marmalade: What do ConsumerS Look for in a Multi-Claim Food Product? Journal of Marketing Communications Pub Date : 2023-11-01 Giuseppe Di Vita, Raffaele Zanchini, Daniela Spina, Gioacchino Pappalardo, Emanuele Schimmenti, Mario D’Amico
This study provides further evidence of the role that multi-claims have on consumers’ choices, assessing the effects that nutritional, organic, and Geographical Indication attributes have on the co...
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Corporate social advocacy and brand authenticity: Evaluating the influences of promise types and value congruence Journal of Marketing Communications Pub Date : 2023-10-31 Nicole O’Donnell, Yanni Ma, Yoon-Joo Lee, Minhee Choi
This study examines how consumers form judgments of authenticity regarding corporate social advocacy initiatives. A common way to show support for a cause is through a brand promise in which a busi...
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A “COVID bump” in communication course evaluations: Implications for future assessment Journal of Marketing Communications Pub Date : 2023-10-30 Jami A. Fullerton, Alice Kendrick, John P. Schoeneman Jr
Student course evaluations (SETs) were subjects of debate among educational administrators before the COVID-19 pandemic, but recently have been examined as an indicator of student satisfaction duri...
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Diversity and expansion of marcoms and the missing elements Journal of Marketing Communications Pub Date : 2023-10-15 Philip J. Kitchen
Published in Journal of Marketing Communications (Vol. 29, No. 7, 2023)
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Unravelling relational dynamics between experiential value and customer engagement: Does customer gender matter? Journal of Marketing Communications Pub Date : 2023-09-25 Aaleya Rasool, Jamid Ul Islam, Farooq Ahmad Shah
Considering the strategic significance and contemporary scholarly investigations into the characteristics and dynamics of experiential value and engagement, this study empirically investigates the ...
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How pictogram arrangements impact consumer optimism and judgments Journal of Marketing Communications Pub Date : 2023-09-19 Gaurav Jain, Sunaina Shrivastava, Zeynep Ece Tolun
Frequency pictograms are one of the most common graphical representations of quantitative information used in communication. The paper shows that individuals react differently to objectively equiva...
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Digital content marketing and consumer brand engagement on social media- do influencers’ brand content moderate the relationship? Journal of Marketing Communications Pub Date : 2023-08-29 Raphael Odoom
ABSTRACT Digital content marketing (DCM) has been found to be effective in engaging consumers with brands, particularly on social media. Complementing DCM pursuits with social media influencers’ (SMIs) brand content can further enhance the ameliorating results. This study aimed to empirically assess DCM’s relationship with consumer brand engagement on social media and how SMI’s brand content moderates
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Celebrity political party endorsement and voter behaviour: a post-election empirical evidence Journal of Marketing Communications Pub Date : 2023-08-29 Bright Senanu, Prince Yao Amu, Hannah Ampomah Mensah
ABSTRACT The study submits a piece of real-life empirical evidence on voter choice influenced by celebrity endorsement in an election other than the dominant evidence of measured intentions in the scant literature on celebrity political party endorsements and voter behaviour. It responds to calls for more research on the subject, which is motivated by country-specific political nuances and their associated
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The effect of social media influencer traits on consumer purchasing decisions for keto products: examining the moderating influence of advertising repetition Journal of Marketing Communications Pub Date : 2023-08-24 Barween Al Kurdi, Muhammad Turki Alshurideh
ABSTRACT Social media’s effect has become one of the important business topics these days and is largely discussed in terms of influencing consumer decisions. This study aims to investigate the effect of some social media influencer characteristics on consumer decisions with respect to the moderation role of advertising repetition. While the number of social media followers is increasing daily, and
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The Role of confidence in the effects of endorsing images Journal of Marketing Communications Pub Date : 2023-08-20 Can Trinh
ABSTRACT Even though research on the use of endorsing images in marketing is plentiful, the majority of prior works have mainly focused on investigating the effects of revealed endorsing images and leaves open the question of whether the use of concealed endorsing images would produce any differential effects. This research aims to address this important theoretical gap. We propose that in comparison
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Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing Journal of Marketing Communications Pub Date : 2023-08-15 Yakun Zhang, Jithendran Kokkranikal, Brianna Parker
ABSTRACT Research on airline ads mainly investigated the effectiveness of verbal messages but not pictorial information. Previous research on mental imagery focused on each mental imagery dimension level the ad could generate instead of investigating the underlying path differences with different imagery-evoking level ads. Our study investigates the role each mental imagery dimension plays in people’s
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Human branding: from attachment strength to loyalty Journal of Marketing Communications Pub Date : 2023-08-11 Sandra Maria Correia Loureiro, Eduardo Moraes Sarmento, Francisco Vinagre, Mónica Ferreira
ABSTRACT Human branding is everywhere and within every individual. With the increase in the importance of technology and social media, human branding becomes increasingly relevant, but it is still a branding concept with much room to explore. Celebrities, such as actors and athletes, are the greatest examples of human brands, and with social media managing public image is key to success. This study
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Digital does not stand alone… the road to further critical analysis lies open Journal of Marketing Communications Pub Date : 2023-08-10 Philip J. Kitchen
Published in Journal of Marketing Communications (Vol. 29, No. 6, 2023)
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How to tell the crisis: effects of stealing thunder by self-disclosing corporate violations Journal of Marketing Communications Pub Date : 2023-08-01 Sang Yeal Lee, Julia Fraustino
ABSTRACT Tensions between legal counsel and crisis teams are well established. Crisis management best practices in marketing communication urge for quick and full disclosure in the organization and society’s interest. Further, governments encourage organizations to voluntarily report misdeeds. However, organizations often hesitate on quick and full disclosure or even resort to silence, fearing social
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Elucidating the impact of cognitive and behavioral responses to web banner-ad frequency Journal of Marketing Communications Pub Date : 2023-07-25 Rahim Hussain, Rahat Iqbal
ABSTRACT The impact of banner advertisement frequency on consumers’ cognitive (i.e., brand recall) and behavioral responses (i.e., click-through) is investigated, and a (4 × 2) between-participants factorial design matrix is developed. Applying logistic regression to a sample of 200 respondents, it was found that frequency of exposure is a powerful psychological cue affecting users’ cognition and behavior
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How loud does the Lion roar?: Awards as signals of quality for advertising creatives Journal of Marketing Communications Pub Date : 2023-07-20 Saraí Meléndez-Rodríguez, David Roca
ABSTRACT This exploratory qualitative study examines the positive signaling effects of winning Cannes Lions, the industry’s most coveted award, in the careers of top advertising creatives. Signaling theory is used as a framework. Thematic analysis was employed to code 18 in-depth interviews conducted with award-winning creatives from Brazil (one of the top 3 most awarded countries in the Festival)
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The power of “Likes”: the effects of “Liked By” and number of likes cues on perceived descriptive norms and behavioral intention to receive the flu vaccine Journal of Marketing Communications Pub Date : 2023-07-12 Youngji Seo, Hanyoung Kim, Youngjee Ko, Hye Jin Yoon, Jeong Yeob Han, Jongmin Lee, Ja Kyung Seo
ABSTRACT Social media messages promoting vaccination are often presented with information showing (a) the number of Likes received (i.e., ‘number of Likes’ cue) and (b) whether such messages are liked by friends or followers of the recipients (i.e., ‘Liked by’ cue). This study examines if and how these cues influence vaccination intention by implementing an experiment with a 2 (‘Liked by’ cue: no vs
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Effects of dietary restraint on perceived healthfulness and purchase intention: the moderating effects of source credibility and product label Journal of Marketing Communications Pub Date : 2023-07-04 Anita G. Rodriguez, Rozbeh Madadi, Ram Acharya, O. John Idowu, Erin Baca Blaugrund, Miguel Ángel Zúñiga, Ivonne M. Torres
ABSTRACT This study investigates how labeling genetically modified (GM) food influences the perceptions and purchasing intentions of dietary-restrained consumers. The research is based on varying product labels (GM vs. non-GM) and source credibility (low vs. high). Utilizing a 2 × 2 between-subjects experimental design, the study reveals that individuals with higher dietary restraint associate greater
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Word of mouse! What drives consumer voluntarism to write online reviews? Journal of Marketing Communications Pub Date : 2023-06-30 Gowhar Rasool, Anjali Pathania
ABSTRACT Online reviews have gained attention of both prospective consumers and business entities. Prior researchers have investigated motivators of online review writing; however, explicit role of intrinsic motivations for this voluntary act has yet to gain much attention. This study addresses this gap by examining consumers’ intrinsic motivations influencing their intention to write online reviews
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The impact of self-identification with global consumer culture on ewom generation: a test of global consumer culture theory Journal of Marketing Communications Pub Date : 2023-06-22 Charles R. Taylor, Mahdi Rajabi, Shelly Rathee, Somayeh Zamani
ABSTRACT Generating positive electronic word-of-mouth (eWOM) has become a goal of many advertisers, including many brands in the growing global market for luxury brands. To better understand factors related to the generation of eWOM in this market, a cross-cultural study investigating the factors associated with eWOM is conducted. Data was collected from two nations, Iran and the U.S. through an online
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The impact of regulatory focus on store promotions: The role of shopping enjoyment Journal of Marketing Communications Pub Date : 2023-06-20 Ram Mohan Dhara, Jagrook Dawra, Bikramjit Rishi
ABSTRACT This study investigates how regulatory focus, shopping enjoyment, store promotions, and propensity to plan before shopping are interrelated to explain store promotion usage. Two studies were conducted based on a moderated mediation approach. One is survey-based using PLS-SEM and another is experiment-based using Process Macro. The results reveal that shopping enjoyment mediates the relationship
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ELM, warning labels, product form(s), unmentionable subjects ads, mobile advertising: Scope for future research and testing alternate scenarios Journal of Marketing Communications Pub Date : 2023-06-19 Philip J. Kitchen
Published in Journal of Marketing Communications (Vol. 29, No. 5, 2023)
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Elucidating the linkage between advertisements embedded with emotional appeals and the brand relationship quality during the COVID pandemic Journal of Marketing Communications Pub Date : 2023-06-13 Priyanka Garg, Sumanjeet Singh, Pankaj Chamola, Amit Kumar, Minakshi Paliwal
ABSTRACT The COVID pandemic has brought a paramount shift in the way of consumption of brand information presented in the advertisements and in the interaction framework between the brand and the consumer. This study empirically examines the unexplored association between advertisements embedded with emotional appeals and the brand relationship quality (BRQ) during the COVID pandemic for the over-the-counter
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How not who: Message strategies adopted by celebrities v/s social media influencers Journal of Marketing Communications Pub Date : 2023-05-31 Daneshwar Sharma
ABSTRACT The popularity of social media platforms changed influencer marketing. Social media influencers also became opinion leaders. Brands can choose between traditional celebrities and social media influencers for their marketing campaigns. The present research compares the brand-related video content (n = 638) on YouTube of celebrities and social media influencers in the fashion and food industry
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A wide dimensionality of subject matter Journal of Marketing Communications Pub Date : 2023-05-12 Philip J. Kitchen
Published in Journal of Marketing Communications (Vol. 29, No. 4, 2023)
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Effects of a branded webtoon on ad avoidance: The persuasion knowledge model of dual experiences Journal of Marketing Communications Pub Date : 2023-05-05 Ilyoung Ju, Jong Woo Jun
ABSTRACT This study explored factors influencing advertising avoidance in the context of brand webtoons (i.e., a digital cartoon format of stories on online platforms) originated in South Korea. We conducted a survey (n = 242) to investigate the relationship between webtoon familiarity, empathy, brand experience (i.e., intellectual experience, affective experience), persuasion knowledge (PK), and ad
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The more, the not merrier? exploring information overload in the context of electronic word-of-mouth (eWOM) Journal of Marketing Communications Pub Date : 2023-05-04 Linde Wang, Burçin Güçlü
ABSTRACT The power of consumer-to-consumer recommendation has long been known to marketers. With so-called electronic word-of-mouth (eWOM) that reaches a much wider audience, consumers easily express opinions to and access others’ opinions on products or brands, and are frequently exposed to vast amounts of information. While past research separately focuses on the significance of eWOM for consumer
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The effects of crisis types on corporate warmth and competence perceptions: Interplay with post-crisis promotion types for corporate attitude recovery Journal of Marketing Communications Pub Date : 2023-05-03 Hyun Ju Jeong
ABSTRACT This research investigates the effects of crisis type and post-crisis promotion type on corporate perceptions and attitude. A 2 (crisis: moral-harm vs. product-harm) x 2 (post-crisis promotion: donation vs. discount) between-subjects experiment was conducted with a total of 360 participants recruited from Amazon MTurk. Results indicate that moral-harm crises have a more negative impact on
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Customer Satisfaction with Telephone-Based Self-Service Technology: Investigating the Role of ‘Gender’ of the Voice Assistant Journal of Marketing Communications Pub Date : 2023-04-27 Komal Nagar
ABSTRACT Digitalization across industries is increasingly changing the way customers interact with service providers. One of the most significant influences of digitalization on service outcomes is driven by technology-enabled services i.e. self-service technologies (SSTs). Despite continuous advancement of service delivery from traditional methods to modern SSTs, the technology-oriented interfaces
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Factors influencing electronic word of mouth behavior in higher education institutions Journal of Marketing Communications Pub Date : 2023-04-25 Haneyah Ata Rabah, Ala’ Omar Dandis, Mohammad Al Haj Eid, Len Tiu Wright, Ayman Mansour, Ibrahim Lewis Mukattash
ABSTRACT The purpose of this study is to examine the impacts of the HEdPERF model on positive electronic word of mouth (eWOM) through mediating variables of student commitment, satisfaction, and university brand identification in HEIs. Data were gathered using a survey questionnaire via Google Forms involving a sample of 501 currently enrolled students in HEI. SEM was used to test the proposed relationships
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This embodied conversational agent looks very human and as old as I feel! The effect of perceived agent anthropomorphism and consumer-agent age difference on brand attitude Journal of Marketing Communications Pub Date : 2023-04-12 Arabelle David-Ignatieff, Cristian Buzeta, Patrick De Pelsmacker, Norchene Ben Dahmane Mouelhi
ABSTRACT In a study with 320 Canadian participants, we explore the effect of perceived physical and non-physical anthropomorphism of an Embodied Conversational Agent (ECA) and the perceived actual and subjective age difference between an individual and this ECA on the ECA’s likeability and credibility. We also explore the effect of likeability and credibility on the attitude towards the website on
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Influence of online engagement of WeChat functions on tourist participation behaviour and leisure travel in Shanghai Journal of Marketing Communications Pub Date : 2023-04-12 Ziyi Wu, Yuhui Ge
ABSTRACT Due to the COVID-19 pandemic, in 2020, there has been increased participation in online interactivities as offline travels are limited, and tourism recovery has been delayed. This study used a modified non-recursive unidirectional regressive model to understand the influence of marketing communication on behavioural participation influenced by online functions from WeChat (Moment, Subscription
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Impacts of immersion on loyalty to guesthouse websites: The simultaneous effect of 3d decor and avatars in a hyper-real environment Journal of Marketing Communications Pub Date : 2023-03-28 Salma Ayari, Imène Ben Yahia
ABSTRACT Much research has studied the impacts of atmospheric factors on immersion in commercial websites and on consumer online behaviour. However, it has, each time, tested the impact of the virtual technologies separately keeping unexplored their simultaneous impact on Internet users’ attitudes and behaviors. Therefore, this study examines the simultaneous effects of avatars and the 3D decor in
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Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers Journal of Marketing Communications Pub Date : 2023-03-27 S. R. Nikhashemi, Rowan Kennedy, Felix Mavondo
ABSTRACT Brand community engagement in the virtual environment during a brand crisis has gained attention from firms and marketing scholars due to innovative technologies. However, there is a limited empirical insight into its antecedents and consequences. This study, grounded in signaling and social identity theories, introduces the relationship between endorser credibility, virtual brand community
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The effect of social media communication on intention to vaccinate against COVID-19: A relationship mediated by perceptions of vaccine efficacy and safety Journal of Marketing Communications Pub Date : 2023-03-27 Dooyeon Park, Bruno Schivinski, Hilary Duns-McKay, Bartholomew Heeren, Elizabeth McLachlan
ABSTRACT Although previous literature has found significant effects of social media communication (SMC) on intention to vaccinate, the effect of the sources of SMC has not been explored. To fill this gap, this study investigates a) the effects of official sources and user-generated SMC on intention to vaccinate against COVID-19, and b) the mediating effects of perceived vaccine efficacy, safety, and
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The role of multidimensional country-of-origin attributes: Exploring the antecedents of international brand attitude and image Journal of Marketing Communications Pub Date : 2023-03-17 Jiseon Ahn
ABSTRACT While the current literature emphasizes the importance of country of origin, this article sheds light on the consequences of country branding. Specifically, we examined the implications of applying multidimensional aspects of a country’s image to international brand management. This quantitative study is used to examine the relative effects of country image dimensions. Specifically, the spillover
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Advertising Management in a Digital Environment: Text and Cases Journal of Marketing Communications Pub Date : 2023-03-16 Philip Effiom Ephraim
Published in Journal of Marketing Communications (Ahead of Print, 2023)
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The effect of covert advertising recognition on consumer attitudes: A systematic review Journal of Marketing Communications Pub Date : 2023-03-02 Louvins Pierre
ABSTRACT Consumers do not always recognize the persuasive intent of covert forms of advertising. Thus, when exploring consumers’ evaluations of these specific ads it is important to measure if, and to what extent, they recognize it as an ad. Amidst the current research, conflicting findings exist on what effect ad recognition exerts on attitudinal reactions. This quantitative systematic review found
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Exploring the drivers of pink-seeking intentions among women consumers Journal of Marketing Communications Pub Date : 2023-02-26 Hung-Che Wu, Chi-Han Ai, Haonan Xu
ABSTRACT This study aims to examine the relationships between pink atmosphere, pink promotion, positive emotions, pink experiential equity, pink experiential relationship quality and pink-seeking intentions. The findings are based on structural equation modeling of a convenience sample of 495 women consumers who have purchased L’Oréal Paris beauty products at three stores in Shanghai. The results contribute