...Avinash Kumar; Rajeev Kumra Purpose The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the enhanced level of this relationship for the bottom of the pyramid (BoP) households...

...Raguragavan Ganeshasundaram; Nadine Henley Purpose The purpose of this article is to investigate the effectiveness of the Supernanny reality television programs in teaching parenting techniques and changing parenting behaviors. Design/methodology/approach A telephone survey...

... developed in this country. The book shows how much television advertising changed from the mid‐1940s to the mid‐1960s, and illustrates how powerful US television and, ultimately, advertising became in our society. Brought to You By is organized chronologically. The chapter titles...

...; and the utilization of parsimonious indices to assess consumer response to different levels of technology over time. An empirical examination is conducted for high definition television (HDTV). Using survey data, the study explores consumer preferences for HDTV, and for interim television technologies. Managerial...

..., 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...