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Keywords: Advertisement
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Journal Articles
Social media advertisements with deposit contracts and fitness club/gym membership: are consumers persuaded?
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2021) 38 (1): 27–38.
Published: 09 November 2020
...Joshua Fogel; Sarah Ustoyev Purpose This study aims to examine the association of social media advertising with deposit contracts and consumers joining a fitness club/gym. Design/methodology/approach This paper surveyed 745 college students. Three deposit contract options were presented...
Journal Articles
Effects of varying involvement level within a television program on recall of cognitive versus affective advertisement
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (4): 338–348.
Published: 12 June 2017
...Mayank Jyotsna Soni Purpose This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program. Design/methodology/approach Two studies of 2 (program involvement: high vs...
Journal Articles
Role of brand names and product types on bicultural consumers’ purchase intentions
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (1): 53–65.
Published: 09 January 2017
... at: emoriuchi@fhsu.edu 14 10 2014 01 08 2015 02 05 2016 01 07 2016 08 07 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Hedonic Identity Utilitarian Advertisement Bicultural Majority-Minority Identifications...
Journal Articles
How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (6): 432–440.
Published: 14 September 2015
...Martin Storme; Nils Myszkowski; Andres Davila; Frank Bournois Purpose – This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude...
