... and advertisements to explore their effects on the perception of the brand’s honesty. Additionally, the research investigated the mediating role of “brand as honest” in shaping purchase intention and anticipated product satisfaction. Findings Results revealed that for individuals with lower CSRO, the combination...

...Sarah J. Kelly; Dymphna Van der Leij Purpose The purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response. Design/methodology/approach A cross-sectional survey...

... and investigate the relationship amongst advertising, packaging, pricing, green marketing strategies and purchasing behaviour. Findings Study findings provide insight into how marketing strategies affect consumer purchasing decisions and brand loyalty. Findings revealed positive relationship between green...

...Juliana Cristina Boscolo; Jorge Henrique Caldeira Oliveira; Vishwas Maheshwari; Janaina de Moura Engracia Giraldi Purpose This study examines the differences between genders in visual attention and attitudes toward different types of advertisements. Design/methodology/approach An experimental...

... advertisement targeting football fans, based on the advertisements’ appeal. Design/methodology/approach This paper employs three approaches. First, it uses the corporate social media use (CSMU) model to analyse 20,954 Facebook, YouTube, Instagram and Twitter postings from 78 European FCs. Second...

... generates, namely, by obscuring public awareness of the legitimate sponsor. However, the cognitive processes underpinning sponsorship identification have only recently been investigated empirically. The purpose of this paper is to investigate the effects of ambush advertising on sponsorship memory...

...Kapil Khandeparkar; Abhishek Purpose The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS). The study aims to demonstrate...

...Heather M. Meyer; Nacasius U. Ujah Purpose The decisions marketing managers make on advertising expenditures are vital to maintaining the sales and profitability of a firm. However, these decisions have not been taken into account to a great enough extent when determining a firm’s performance...

...Clare D'Souza; Richard Tay Purpose – The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising. Design/methodology/approach – The advertisement uses visual imagery and imagery methods to examine...

...Wei Shao; Debra Grace; Mitchell Ross Purpose – The purpose of this paper is to examine the dynamics of self-regulatory focus (SRF) in the context of advertising effectiveness pertaining to rational vs emotional appeals. Past research has dichotomized self-regulatory (SR) foci (i.e. prevention...

...Dr Ramendra Singh; Pavleen Soni; Jyoti Vohra Purpose – A large number of food advertisements are broadcast during children's programs which influence their food consumption habits. Globally, consumption of these foods is linked to increased incidence of obesity and other health-related disorders...

... from different cultural and religious backgrounds will respond differently to this kind of advertisement. Design/methodology/approach A personal interview survey was used to collect the data. The respondents, 159 Koreans and 149 Indonesians, were female consumers in their twenties. They represent...

...Kevin W. Cruthirds; Valerie L. Wang; Yong J. Wang; Jie Wei Purpose The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising. Design/methodology/approach A total of 97 television commercials broadcasted by major US and Mexican...

... to broadcast‐style advertising containing nostalgic cues completed a measure of historical nostalgia, a thought‐collection exercise, and measures of attitudes and intention. Hypotheses are tested using ANOVA and other relevant analyses. Findings The findings show that historical nostalgic thoughts...

...Kari Heimonen; Outi Uusitalo Purpose The purpose of this paper is to examine the impacts of advertising expenditure on brands' market shares, utilizing a novel four‐week advertising‐sales data from the highly competitive oligopolistic Finnish beer market in which price competition among...

... an example of social advertising across a large number of countries. Furthermore, this case study adds to the literature on demarketing, highlighting that demarketing can take place across two levels both at the citizen level and at the governmental level. Louise M. Hassan can be contacted at: lmh11@st...

...Leanne White Purpose This paper seeks to analyse Foster's Lager advertising since the early 1980s. In particular, it aims to focus on the Foster's Lager “I Believe” integrated marketing communications (IMC) campaign launched in 2000 and the use of “commercial nationalism”. Design/methodology...

...Simon J. Pervan; Andrea Vocino Purpose The purpose of this paper is to explore how message framing is commonly used by magazine advertisers. Design/methodology/approach Following the classification suggested by Levin et al., the frequency and nature of message framing in magazine...

.... Nick Sevdalis can be contacted at: n.sevdalis@imperial.ac.uk © Emerald Group Publishing Limited 2008 Consumer behaviour Pricing Advertising Decision making Sales forecasting Bob is a 26‐year old junior business consultant, too busy to have much free time to spend on hobbies...

... et al., 2006). Demarketing themes included such negative images as bad breath, foul smelling clothes and lack of any real stamina. Over the past few years, advertisements have become significantly more shocking in their content, showing the affect smoking has on the body's organs and the poor...