...Salla-Maaria Laaksonen; Alessio Falco; Mikko Salminen; Pekka Aula; Niklas Ravaja Purpose This study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages. Design/methodology...

... affect customers’ brand recall and attitude differently (Lee and Faber, 2007 ; Vashisht, 2015). Previous literature reveals the multi-colored results about the role of program involvement in affecting consumers’ brand memory of embedded brand names in different media platforms, such as displaying ads...

...Charles Blankson; Stavros P. Kalafatis; Stanley Coffie; Markos H. Tsogas Purpose – The purpose of this paper is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and to establish whether there is evidence of congruence/fit...

... for a short period. Small companies and individual entrepreneurs would benefit most from this broader but shorter protection. © MCB UP Limited 1993 Copyright Innovation Intellectual property Media Patents USA Entrepreneurs Small firms VOLUME 2 NUMBER 2 1993 Breadth of Coverage...