...Kenneth Henrie; Christian Gilde Purpose The purpose of this article was to address the gap in the extant research regarding the use of memes in advertising, particularly those outside of digital media, and intentionally targeting Generation Z consumers. The aim of the research was to provide...

...Morteza Abolhasani; Jamie Masters; Zahra Golrokhi Purpose This study draws on congruity theory to explore how background music in university advertisements influences several key aspects of prospective students’ perceptions. These include perceived university identity, attitudes towards both...

...Freddie J. Jennings; Josh C. Bramlett; Isabel I. Villanueva; Benjamin Figueroa; Breeanne Carter; Samuel Buchanan; Robert M. Brady; Faith Hill Purpose This study examines how different advertising messaging strategies comparatively influence brand and product evaluations, product preferences...

...Ioanna Yfantidou; Dimitra Skandali Purpose This research investigates the elements of breast cancer screening advertisements that resonate with women. Design/methodology/approach The study employs a hybrid methodology: first, a content analysis technique is used to isolate the key messages...

... with the biggest advertising budgets in Spain (InfoAdex, 2021). Findings The findings reveal a predominance of the advertorial format in content posted on YouTube by automotive sector brands, while the branded content format is less popular. Creative concepts based on insights are rare and limited to videos...

... by promoting its CSR commitments through CSR advertising. Design/methodology/approach A quantitative content analysis was conducted to examine how the fashion industry advertises its CSR commitments on social media. To explore the trend and various perspectives of CSR advertising presented by the fashion...

...George G. Panigyrakis; Antigone G. Kyrousi Purpose – The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding...

...‐based corporate image advertising. Social implications Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response. Originality/value To date, no research...

...Prokopis K. Theodoridis; Antigone G. Kyrousi; Athina Y. Zotou; George G. Panigyrakis Purpose The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements...

... the reduction of scepticism by considering diagnostic dimensions of the corporate social responsibility (CSR) image advertising claim. Design/methodology/approach The paper reviews corporate image advertising, the tool investigated for informing about the firm's CSR record, discusses the scepticism...

...Tony Jaques Purpose When two 14‐year‐old New Zealand schoolgirls challenged the advertising claims of Ribena blackcurrant drink – owned by global giant GlaxoSmithKline – they triggered a sequence of events which led to prosecution, public opprobrium and international damage to an iconic brand...

...Poul Erik Flyvholm Jørgensen; Maria Isaksson Purpose The research aims to draw a detailed picture of how international corporate banks and financial institutions approach image advertising to enhance impressions of their credibility. The purpose of the work is twofold, namely to demonstrate how...

...Michael B. Goodman; Doreen D. Wu Purpose This paper aims to present the issue of glocalization in transnational advertising and to investigate various patterns of global‐local fusion in the discursive construction of automobile advertisements in People's Republic of China. Design/methodology...

...Serra İnci Çelebi Purpose The purpose of this study is to investigate the credibility of advertising vs publicity; to examine the credibility of advertising including a promotional endorser (APE) and publicity including a promotional endorser (PPE); to compare the credibility of advertising across...

.... Corporate identity Corporate communications Advertising Corporate image © Emerald Group Publishing Limited 2005 Research findings suggest that the more transparent an organisation is, the more likely it is that stakeholders will rely on its disclosures (Fombrun and Van Riel, 2004 , p. 187...

...Richard R. Dolphin Advertising and sponsorship are both key areas of concern to management scholars. In the dynamic and sophisticated market world in which integrated marketing communication strategies play roles of increasing importance, this paper reflects on the extent to whcih sponsorship has...

...Chris Kambitsis; Yvonne Harahousou; Nicholas Theodorakis; Giannis Chatzibeis This research attempted to investigate why sport themes are used in advertisements, and the motives that lead companies and advertisers to use sport celebrities and sport concepts in advertisements. The detailed...

...Wen‐Ling Liu The increasing of the amount of advertising activities around the world has underscored the importance of understanding advertising effectiveness in international markets. In recent years, the growth of Chinese economy has produced a significant “modern Chinese consumer”. This study...

... are distinct entities, yet advertising links the two by loading goods and services with psychological‐cultural significance far beyond the functional purpose of a particular product (McCracken, 1986). In order to understand how advertising attracts potential consumers it is necessary to decode its...

... and compared (McCombs, 1977; Holloway, 1992). Among those, newspaper variables will be tested in this study to see how coverage differs depending on those variables. © MCB UP Limited 2001 Media Issues management Public relations Advertising This study is a content analysis of 219...