... Advertising Computer-mediated communication Brand communication Digital marketing eWOM Gender studies User-generated content The creator economy now exceeds 207 million content creators and is projected to reach $528.4bn by 2030 (Enberg, 2025). As brands increasingly personalize consumer...

... implications Inclusive advertising can contribute to broader acceptance of diverse family configurations. By authentically portraying gay and lesbian families, brands can foster inclusivity while supporting social responsibility efforts and appealing to customers who value representation. As the visibility...

... and can be contacted at: kl38@aru.ac.uk 30 06 2024 29 10 2024 03 04 2025 05 04 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Advertising Anthropomorphism Brand narrative Brand personification Endorsement...

...Shawn P. Scott; Daniel Sheinin; Lauren I. Labrecque Purpose The purpose of this paper is to show how sonic logos, despite their brief exposure time, resonate with consumers’ emotions and attitudes in a manner that until now has been attributed to only longer background music in advertising...

... and local consumer culture brand positioning strategies of high-tech products. Design/methodology/approach This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating...

...Fanny Fong Yee Chan Purpose The purpose of this study contributes to literature on marketing communications by empirically contrasting the effectiveness of a new form of covert promotions (product placement in recipes) and an overt promotion (traditional advertisement). The mediating role...

... studies have explored the impact of celebrity traits on advertising effectiveness (Hsu and McDonald, 2002), however, this impact on firms’ economic value largely remains unexplored (Agnihotri and Bhattacharya, 2018). In this context, only one aspect of celebrity, the impact of scandals, has been...

...Verena Hüttl-Maack Purpose This paper aims to build on research on the art infusion effect ( Hagtvedt and Patrick, 2008a ). It investigates the effect of using fine art in advertising and addresses additional factors that have not been assessed to understand and describe the process of art...

... and nuances the roles of spokespersons’ and respondents’ gender. Alice Zoghaib can be contacted at: alice.zoghaib@isg.fr 28 06 2016 20 12 2016 12 04 2017 14 04 2017 Advertising Brand awareness Brand identity Brand communication Consumer brand equity Gender studies...

... persuasion knowledge. Research limitations/implications This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory...

...Rubén Huertas-García; Jorge Lengler; Carolina Consolación-Segura Purpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse...

...Siva K. Balasubramanian; Hemant Patwardhan; Deepa Pillai; Kesha K. Coker Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies...

...Dhruv Grewal; Jens Nordfält; Anne Roggeveen; Erik Modig; Sara Rosengren Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two...

...David Strutton; Widyarso Roswinanto Purpose – This study aims to investigate the effects associated with the strategic use of vague, as opposed to precise, advertised brand slogans on various consumer responses. Design/methodology/approach – A content analysis study was conducted to explore...

... 2014 Advertising Qualitative research Financial services Media Positioning Quantitative methods Brand communication Review of the literature reveals a paucity of research that empirically assesses the link between executives’ intended positioning strategies, the manner...

... --> Social media Internet traffic Advertising Viral advertising Owned media New internet‐based social media applications are being introduced almost daily by entrepreneurs, some of them still in their teens. These have a high failure rate, but successful ones such as Facebook and Twitter have been...

... neglecting brand advertising. This paper's aims are to propose a conceptual framework, integrating advertising‐related psychographic factors which will be empirically tested. Design/methodology/approach Data were collected through a survey of 206 participants randomly recruited among adult grocery...

... --> Internet marketing Social marketing Content management Information media Advertising Advertising media Another common theme is the need to imagine how the consumer will interact with your brand. You need to figure out if the media is right for your brand and determine what you want...

...Nancy Furlow Paul   Springer . Ads to Icons: How Advertising Succeeds in a Multimedia Age (2nd edition) . London and Philadelphia, PA : Kogan Page   2009 . 343 pp.   $47.50   www.koganpage.com © Emerald Group Publishing Limited 2011 --> Mass media Direct...

... quality perceptions. A 2×2 factorial design was employed with cognitive involvement (high/low) and advertising message (brand/value) as the experimental factors. Findings Results suggest that promotional‐based messaging is detrimental to all three brand associations, with quality ratings witnessing...