...Thomas Bowden-Green; Joanne Hinds; Adam Joinson Purpose Recent research has demonstrated the effectiveness of targeted advertising based on personality traits, yet there is contradictory literature explaining the psychological effect of such congruence. This study aims to investigate how the use...

...Kumar Rakesh Ranjan; Sudeep Rohit; Rahul Ramachandran; Anicar D. Manavi Purpose This study aims to explore elusive ways in which marketing communications create value for customers and firms. A two-step comparative meta-analysis of prior studies on inorganic (advertising) and organic (word...

...Hyun Seung Jin; Clinton S. Weeks; Yun-Oh Whang; Hyoje Jay Kim; Brett Martin; Nicolas Pontes Purpose Consumers are often exposed to advertising contexts where they encounter multiple brands (e.g. print media, television and online), including where some brands might be seen multiple times...

...Linda Tuncay Zayer; Lauren Gurrieri; Catherine A. Coleman Purpose This paper aims to illustrate how multistakeholder partnerships can maximize different forms of impact in relation to the transformative power of advertising, including inclusive gender representation and storytelling as well...

...Malika Chaudhuri; Tanawat Hirunyawipada; Yue Pan Purpose Pharmaceutical marketers use detailing, sampling and direct-to-consumer advertising (DTCA) to promote a branded prescription drug (brand drug) to health-care professionals and consumers. These promotion mix elements help raise brand...

... only Authentic pride Hubristic pride Emotion Cognitive resources Advertising Indulgence Marketing Decision-making Consumer behavior Cognition Information processing Buyer behaviour Pride, an emotional response to success or achievement, is a self-conscious emotion characterized...

...Gordon Liu; Morteza Abolhasani; Haiming Hang Purpose Drawing on information processing theory, this paper aims to study how consumers’ liking of background music in advertising affects their purchase intention and explore the roles of positive brand attitudes, music mode and music tempo within...

...Eric Van Steenburg; Nancy Spears Purpose The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal...

...Jens Mattke; Christian Maier; Lea Reis; Tim Weitzel Purpose Individuals only click on a very small fraction of the in-app advertisements (ads) they are exposed to. Despite this fact, organizations spend generously placing in-app ads without theoretical knowledge of how the structure...

... and advertisement persuasiveness. Design/methodology/approach A mixed-method approach that comprises two distinct yet complementary studies. The first uses quantitative methods and is based on a sample of 35,264 retail banking customers. Study 2 explores the findings that emerge from Study 1 using qualitative...

...Nina Åkestam; Sara Rosengren; Micael Dahlén; Karina T. Liljedal; Hanna Berg Purpose This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female...

.... This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process. Design/methodology/approach In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions...

... are represented as part of this and what they reveal about contemporary issues concerning advertising, gender, race and activism. Design/methodology/approach This study involves an interpretive and critical discursive analysis of so-called feminist advertising (“femvertising”) and marketing examples that make...

...Linda Tuncay Zayer; Mary Ann McGrath; Pilar Castro-González Purpose Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in advertising are embedded in cultural narratives...

...Hyun Seung Jin; Gayle Kerr; Jaebeom Suh Purpose The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims...

...Leila Khoshghadam; Elika Kordrostami; Yuping Liu-Thompkins Purpose This paper aims to examine the role of life satisfaction in consumers’ reaction to nostalgic music in an advertisement in terms of attitude toward the brand and purchase intention. It suggests that life satisfaction forms the lens...

.... The paper identifies a subfield within sound-branding research that has received little attention despite its inevitability and potential significance. Branding Advertising Non-musical Research overview Sound This paper aims to advance the understanding of branding by conceptualizing...

...Terry Daugherty; Ernest Hoffman; Kathleen Kennedy; Megan Nolan Purpose Herbert Krugman (1971 ) was among the first marketing scholars to utilize electroencephalography (EEG) to examine advertising. However, nearly five decades have transpired since this innovative research, making it potentially...

... consumer socialisation (parents, peers, social norms and food advertising). This study aims to address these gaps and offers the first comprehensive empirical assessment of a wide cluster of variables. Design/methodology/approach A cross-sectional study was undertaken with children aged 7-13 years...

.../value This is the first paper to develop and test different types of fit articulation strategies in sponsorships. 06 01 2016 11 11 2016 29 03 2017 11 04 2017 Persuading consumers indirectly by making implicit message claims has become a common practice in advertising...