.... Design/methodology/approach Through a mix of interpretive and thematic analysis, the authors examine 858 US email advertisements and how these messages have evolved throughout the pandemic. Findings The authors findings demonstrate brand communication ranges from prosocial to brand messaging...

... at: geoff.lancaster@lsclondon.co.uk 17 12 2020 19 05 2021 28 06 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Advertising SMEs Consumer research Signalling theory Sport sponsorship Drawing on signalling theory, this paper...

... these CSR activities to consumers. Therefore, this study aims to explore two questions: are luxury jewelry brands communicating CSR (including women’s empowerment) in their advertising? And how should luxury jewelry brands communicate CSR messages in their advertising? Design/methodology/approach...

... was conducted in three phases: data collection, quantitative content analysis and thematic analysis. Findings It was demonstrated that customers use Facebook as a discourse platform for TV commercial brand advertising. However, brands are not always prepared to engage in online CIC involving advertising...

...Kasey Windels Purpose The purpose of this paper is to understand advertising practitioners’ theories on how to communicate effectively with men and women via advertising. Further, comparisons are made between practitioners’ theories and academic research. Design/methodology/approach...

..., identity, moral and deficit-value avoidance. However, the study also suggests that an additional type of brand avoidance, namely, advertising avoidance, also occurs. Aspects of advertising that can contribute to brand avoidance include the content of the advertising, the use of a celebrity endorser...

...Kara Chan; Hao‐Chieh Chang Purpose Hong Kong youth's general attitudes toward government publicity were studied and their responses to two public service advertisements promoting green lifestyles were measured. The paper aims to discuss these issues. Design/methodology/approach Thirty‐four...

... of qualitative interviews combined with an analysis of arguments, shed light on the core problem concerning misleading information. © Emerald Group Publishing Limited 2012 Denmark Consumer behaviour Product information Advertising Controversy Misleading Communication gap Conventions theory...

...Zeljka Hadija; Susan B. Barnes; Neil Hair Purpose The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Design/methodology/approach...

... of projective techniques, including picture association. For the latter, participants were exposed first to advertisements for two leading perfumes alone and then these advertisements incorporating four contrasting celebrity endorsers. Associations and reactions to the advertisements with and without celebrity...

... paper can contribute to finding additional approaches to understand the effects of advergames on children. © Emerald Group Publishing Limited 2011 Advergames Content analysis Internet Online advertising Advertising Web sites Food industry Children (age groups) Hungary...

... is the delivery of advertising messages through electronic games. Extensive exposure to brands is a distinctive feature offered by this technique. Despite its potential for promotion, the literature assessing consumer memory on advergames is scarce. Hernandez et al. (2005) assessed brand recall...

... themes and inductive conclusions that contribute beyond the a priori hypotheses. A study testing consumer response to advertising is described as an illustration of the proposed technique. Findings The proposed technique diminishes the influence of the ontological assumptions of researchers...

...Jim Blythe; Ruth Rettie; Sarah Pearson; Patrick Barwise Purpose The purpose of this paper is to understand the use of the personal video recorder (PVR) in the home and the impact on TV advertising exposure. Design/methodology/approach A video ethnographic study of 22 participants in eight...

...Helen Borland; Selina Akram Purpose Most fashion advertising in the UK uses and targets young, slim women (and/or men). The purpose of this paper research is to ask whether this approach is relevant and appropriate to older women, who make up a large and growing segment of the market, and who...

...Kim‐Shyan Fam; David S. Waller Purpose Numerous studies investigate what contributes to advertising likeability; however, these are often based on quantitative research undertaken in western countries. This paper aims to report the findings of a cross‐cultural qualitative study undertaken across...

...Charles Dennis; Lisa Harris; Terry O'Sullivan Purpose To question the models of childhood implied within contemporary UK debate about advertising to children. The paper identifies a role for qualitative market research in establishing a more fully‐articulated account of childhood...

...Charles Okigbo; Drew Martin; Osabuohien P. Amienyi Purpose To describe contemporary US society based on the dominant themes featured in magazine advertisements. Design/methodology/approach From eight general circulation magazines, 2,158 full‐page advertisements are examined using content...

...Chris Hackley This essay refers to working practices in advertising agency research as a source of reflection on representational practices in the wider worlds of consumer research. The representational conventions of “the essay” allow the paper’s exploratory theme to be developed through the use...

...Margaret K. Hogg; Jade Garrow This paper seeks to challenge the tendency to represent gender as a unitary theoretical construct; and would argue for a more differentiated view of how the psychological aspects of gender influence the consumption of advertising. We use a small‐scale exploratory study...