... a dollar value. RichardsRose and The University of Sydney Business School There was no formal grant involved, but the research was funded by RichardsRose and The University of Sydney Business School. Consumers Inspiration Positive emotions Experiments Marketing communications...

... environments. The purpose of this paper is to conceptually understand online marketing communications with high ephemerality relative to messages with low ephemerality within a consumer’s goal system. Design/methodology/approach This paper is an attempt to conceptually understand how high ephemerality...

... communications portraying a coincidental vs planned origin. Design/methodology/approach This research presents five experimental studies embedding coincidental brand origins into different types of marketing communications (i.e. crowdfunding campaigns, visual ads and brand biographies). Findings...

... 19 11 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Marketing communications Sustainability communication Ethical fashion Construal level theory Psychological distance The fashion market is estimated to be worth $1.53tn...

... in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners. Design/methodology/approach...

... and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode Corporate responsibility Politics Internet marketing Brands Consumer research Cause marketing Social responsibility Qualitative research Marketing communications Companies...

... agencies Greece Social media Facebook Brand management Marketing communications Management attitudes Communities Communication processes Management activities Ever since Tönnies (2012 [1887]) defined communities, their meaning was somewhat nostalgic, referring to an idealised formation...

... are pursuing at a target website, what kinds of activities the website promotes and how meaningful are the images. Originality/value The current work extends to the work on fluency effects and persuasion knowledge model, both of which have typically shown that subtle exposure to marketing communications...

... the organisations. Research limitations/implications These data indicate that gratitude not only mediates customer responses to relationship marketing investments, but may also be integral in marketing communications’ role in converting non-customers to customers. They also indicate that marketing...

...). This was a fear accentuated by an increase in combination amongst the working classes: History Corporate identity Public relations Corporate communications Marketing communications Corporate branding The term myth refers to two distinct phenomenon. One is a falsehood that is believed by a large...

... that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters. © Emerald Group Publishing Limited 2015 Brand gender Brand image Marketing communications Brand names Sound symbolism Consonants in brand...

.... Research limitations/implications – In the experiments, this study examined three types of online creative marketing communication activities. Future research could examine other types of consumer creative activities so as to enhance the generalizability of the findings. Practical implications...

... of customers exposed to marketing communications. We argue that a firm’s existing reputation, like a brand (Erdem and Swait, 1998), may be an important influence that works together with marketing communication signals such as advertising and publicity to influence stakeholders’ behavior. H1...

...Anjala Selena Krishen; Robyn Raschke; Pushkin Kachroo; Michael LaTour; Pratik Verma Purpose – The aim of this paper is to identify the best marketing communications for policy messages that makes these messages acceptable and fair to the public. Within the context of the Vehicle Miles Traveled...

... to advertising avoidance and generated insights that are likely to be of practical value to marketers. Gerard P. Prendergast can be contacted at: gerard.p.prendergast@gmail.com © Emerald Group Publishing Limited 2014 Advertising Marketing communications Marketing activities Handbills...

...Chris Miles Purpose – This paper aims to investigate the significance of academic accusations of magical practice towards marketing communication, asking what might motivate such accusations and what meaning they have for marketing's relationship with persuasion. Design/methodology/approach...

... to the presentation of an identical object/event in two complementary manners – positive and negative. We will be focusing on the latter definition. Message framing Involvement Consumer sales promotion Price deal Consumers' purchase intentions Consumer behaviour Marketing communications The area...

... consumers' perceptions of WOM are not explored in the present research. Originality/value The results of the study may help practitioners manipulate and use online WOM information in order to make marketing communications more efficient and influential. © Emerald Group Publishing Limited 2011...

...Anne‐Marie Hede; Pamm Kellett Purpose Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing...

... effectiveness of alternative communication channels in terms of how a marketing proposition is evaluated by recipients and thus to establish whether some channels are better than others for achieving engagement and persuasion. To additionally survey the senders of marketing communications, to examine potential...