... investigation of the impact of consumers’ use of second screens in the academic literature, and has important implications for the sponsors of televised events. © Emerald Group Publishing Limited 2015 Brand awareness Brand integration Dual coding theory Second screen Sponsorship-linked marketing...

... Brands Brand awareness An executive summary for managers and executive readers can be found at the end of this article. The resource‐based view (RBV) of the firm suggests a brand is a strategic resource that can provide a competitive advantage to the firm possessing the resource. According...

... on the BDI‐II scores. Consumer behaviour Advertising Antidepressants Television commercials Brand awareness Direct‐to‐consumer advertising Medication seeking Knowledge of side effects An executive summary for managers and executive readers can be found at the end of this article. The USA...

... consumers' decision making, but this was investigated by the current study. Apparel Brand awareness Commitment Communities Information Online operations Social networks Shopping Consumer behaviour An executive summary for managers and executive readers can be found at the end...

... of the brands. Andy Wei Hao can be contacted at: hao@hartford.edu © Emerald Group Publishing Limited 2011 Brand functions Utilitarian function Expressive function Chinese culture Brand awareness Consumers Perception China The existing studies about brand functions were carried out...

... and the consumption situation selected for this study. Philosophical concepts Consumption Brand awareness Consumer behaviour An executive summary for managers and executive readers can be found at the end of this article. Just as people can be described in terms of their personality as perceived...

... Brand awareness The fact that some satisfied customers remain behaviorally loyal while others defect provides strong evidence of variance within groups of satisfied customers. The question is, whether satisfaction and loyalty are unrelated or whether other factors moderate the relationship...

... to the following hypothesis: Children (age groups) Packaging Memory Visual perception Drawings Brand awareness Product‐relevant information Over two decades ago, Rossiter (1976, p. 523) warned us that “consumer research has largely ignored product‐relevant information stored in visual memory...

..., pod configuration matters when using 15‐second related and unrelated commercials in conjunction with other longer commercials. © MCB UP Limited 1994 Advertising Brand awareness Marketing Product information Recognition Research Television While the popularity of 15‐second...

... not be neglected since, unlike promotions, it both raises sales in the short term and builds brands in the long term. © MCB UP Limited 1992 Advertising effectiveness Brand awareness Marketing strategy Recession DOES ADVERTISING WORK: A Review of the Evidence Peter Kim How effective is advertising...

.... Surmises that target marketing allows small firms with limited resources to successfully make an impact against bigger players with greater resources. © MCB UP Limited 1992 Brand awareness Pest control Product launch Small firms Target marketing COMPANY STUDY TARGET MARKETING: THE LOGIC...