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Research Article

Article
A strategic approach to CEO activism: issue selection and communication of motives
Yeonsoo Kim
Published online: 28 May 2024
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Correction

Correction
Correction
Published online: 26 Apr 2024
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Free Access

Review Article

Review Article
Measuring brand personality in the digital age: a review, theoretical reconceptualization, and research agenda
Yesel Jun & Hyunju Lee
Published online: 25 Apr 2024
  • 131 Views
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Research Article

Article
Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity
Blend Ibrahim, Joe Hazzam, Sikandar Ali Qalati, Ahmad Aljarah & Paul Dobson
Published online: 15 Apr 2024
  • 391 Views
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Research Article

Article
Effect of advertisement focus on donation intention
Li-Keng Cheng
Published online: 15 Apr 2024
  • 76 Views
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Research Article

Article
Exploring the communication strategies in baby food supply: Differences between online and retail sales of baby milk
Stefano Massaglia, Giulia Mastromonaco, Danielle Borra, Chiara Giachino, Augusto Bargoni & Valentina Maria Merlino
Published online: 02 Apr 2024
  • 59 Views
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Research Article

Article
Communicating about halal products to non-Muslim consumers – the role of fit and scepticism
Samira Rahimi Mavi, Sabine A. Einwiller & Ingrid Wahl
Published online: 01 Apr 2024
  • 324 Views
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Open Access

Research Article

Article
Fewer but better: Chinese consumers’ responses to luxury brands using green demarketing
Suying Huang & Yushi Jiang
Published online: 28 Mar 2024
  • 138 Views
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Research Article

Article
Decoding the dual desire: Expressive and impressive motivations for neo-luxury wearables
Maria Petrescu, Sheen Kachen, Costinel Dobre, Anca Milovan-Ciuta & Mihai Orzan
Published online: 10 Mar 2024
  • 134 Views
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Research Article

Article
The effectiveness of health warning labels and environmental warning labels in different contexts of advertisements and public service announcements
Yongick Jeong, Pham Phuong Uyen Diep & Huu Dat Tran
Published online: 27 Feb 2024
  • 113 Views
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Research Article

Article
The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness
Alcina Gaspar Ferreira, Cátia Fernandes Crespo, Fábio Matos Ribeiro & Patrícia Barreiros
Published online: 19 Feb 2024
  • 371 Views
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Research Article

Article
CSR fit with CEO image: Unpacking its influence on stakeholder engagement and authenticity perception
Keonyoung Park
Published online: 15 Feb 2024
  • 287 Views
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Open Access

Research Article

Article
Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization
JoAnn Sciarrino, Todd Kirk & John Prudente
Published online: 26 Jan 2024
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Review Article

Review Article
Nostalgia marketing - a systematic literature review and future directions
Mayukh Mukhopadhyay
Published online: 23 Jan 2024
  • 566 Views
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Research Article

Article
Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility
Papaporn Chaihanchanchai, Saravudh Anantachart & Nalinnipa Ruangthanakorn
Published online: 09 Jan 2024
  • 1031 Views
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Research Article

Article
Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry
Ghaith Al-Abdallah, Rojan Barzani, Ala’ Omar Dandis & Mohammad Al Haj Eid
Published online: 07 Jan 2024
  • 867 Views
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Research Article

Article
Impact of corporate purpose and product attractiveness on job satisfaction and turnover: Evidence from Japanese industries
Takumi Kato & Masaki Koizumi
Published online: 03 Jan 2024
  • 128 Views
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Research Article

Article
Engaging with (vs. avoiding) personalized advertising on social media
Sandra Maria Correia Loureiro, Linda Hollebeek, Raouf Ahmad Rather, Luis Ruivo, Kristel Kaljund & João Guerreiro
Published online: 21 Dec 2023
  • 492 Views
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Research Article

Article
Effectiveness of product placement in streaming TV series: the roles of product involvement, placement prominence, and celebrity endorsement
Sitan Li
Published online: 09 Dec 2023
  • 273 Views
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Case Report

Case Report
Thematic analysis of Direct-To-Consumer Advertising (DTCA) for vaccination campaigns during the COVID-19 pandemic: Healthcare experts’ insights
Mohammad Reza Paygah & Amir Mohammad Colabi
Published online: 04 Dec 2023
  • 197 Views
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Research Article

Article
The linguistic fetish in multilingual advertising: an audio message translated into seven foreign languages
Juan Miguel Alcantara-Pilar, Iván Manuel Sánchez-Duarte, María Eugenia Rodríguez-López & Shakira Abarkane Abdel-Lah
Published online: 18 Nov 2023
  • 82 Views
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Research Article

Article
Effect of product placement labeling on visual product and brand reception – an empirical eye tracking study
S. Ronft, M. G. Friedrich & Md Sofiullah
Published online: 18 Nov 2023
  • 241 Views
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Research Article

Article
Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa
Ali B. Mahmoud, Alexander Berman, Nicholas Grigoriou & Konstantinos Solakis
Published online: 09 Nov 2023
  • 778 Views
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Open Access

Research Article

Article
The Hierarchical Utility of Credence Attributes of Orange Marmalade: What do ConsumerS Look for in a Multi-Claim Food Product?
Giuseppe Di Vita, Raffaele Zanchini, Daniela Spina, Gioacchino Pappalardo, Emanuele Schimmenti & Mario D’Amico
Published online: 01 Nov 2023
  • 74 Views
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Research Article

Article
Corporate social advocacy and brand authenticity: Evaluating the influences of promise types and value congruence
Nicole O’Donnell, Yanni Ma, Yoon-Joo Lee & Minhee Choi
Published online: 31 Oct 2023
  • 380 Views
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Research Article

Article
Unravelling relational dynamics between experiential value and customer engagement: Does customer gender matter?
Aaleya Rasool, Jamid Ul Islam & Farooq Ahmad Shah
Published online: 25 Sep 2023
  • 1218 Views
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Open Access

Research Article

Article
How pictogram arrangements impact consumer optimism and judgments
Gaurav Jain, Sunaina Shrivastava & Zeynep Ece Tolun
Published online: 19 Sep 2023
  • 123 Views
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Research Article

Article
Digital content marketing and consumer brand engagement on social media- do influencers’ brand content moderate the relationship?
Raphael Odoom
Published online: 29 Aug 2023
  • 1327 Views
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Research Article

Article
Celebrity political party endorsement and voter behaviour: a post-election empirical evidence
Bright Senanu, Prince Yao Amu & Hannah Ampomah Mensah
Published online: 29 Aug 2023
  • 457 Views
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Research Article

Article
The effect of social media influencer traits on consumer purchasing decisions for keto products: examining the moderating influence of advertising repetition
Barween Al Kurdi & Muhammad Turki Alshurideh
Published online: 24 Aug 2023
  • 673 Views
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Research Article

Article
Purchase intention of luxury fashion brands in post-pandemic era: A double moderation analysis using information acceptance model
Anurag Singh, Ashok Kumar Patel & Satyanarayana Parayitam
Published online: 22 Aug 2023
  • 361 Views
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Research Article

Article
The Role of confidence in the effects of endorsing images
Can Trinh
Published online: 20 Aug 2023
  • 70 Views
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Research Article

Article
Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing
Yakun Zhang, Jithendran Kokkranikal & Brianna Parker
Published online: 15 Aug 2023
  • 893 Views
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Open Access

Research Article

Article
Human branding: from attachment strength to loyalty
Sandra Maria Correia Loureiro, Eduardo Moraes Sarmento, Francisco Vinagre & Mónica Ferreira
Published online: 11 Aug 2023
  • 232 Views
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Research Article

Article
How to tell the crisis: effects of stealing thunder by self-disclosing corporate violations
Sang Yeal Lee & Julia Fraustino
Published online: 01 Aug 2023
  • 133 Views
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Research Article

Article
Elucidating the impact of cognitive and behavioral responses to web banner-ad frequency
Rahim Hussain & Rahat Iqbal
Published online: 25 Jul 2023
  • 99 Views
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Research Article

Article
How loud does the Lion roar?: Awards as signals of quality for advertising creatives
Saraí Meléndez-Rodríguez & David Roca
Published online: 20 Jul 2023
  • 178 Views
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Research Article

Article
The power of “Likes”: the effects of “Liked By” and number of likes cues on perceived descriptive norms and behavioral intention to receive the flu vaccine
Youngji Seo, Hanyoung Kim, Youngjee Ko, Hye Jin Yoon, Jeong Yeob Han, Jongmin Lee & Ja Kyung Seo
Published online: 12 Jul 2023
  • 239 Views
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Research Article

Article
Effects of dietary restraint on perceived healthfulness and purchase intention: the moderating effects of source credibility and product label
Anita G. Rodriguez, Rozbeh Madadi, Ram Acharya, O. John Idowu, Erin Baca Blaugrund, Miguel Ángel Zúñiga & Ivonne M. Torres
Published online: 04 Jul 2023
  • 158 Views
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Research Article

Article
Word of mouse! What drives consumer voluntarism to write online reviews?
Gowhar Rasool & Anjali Pathania
Published online: 30 Jun 2023
  • 210 Views
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Research Article

Article
The impact of self-identification with global consumer culture on eWOM generation: a test of global consumer culture theory
Charles R. Taylor, Mahdi Rajabi, Shelly Rathee & Somayeh Zamani
Published online: 22 Jun 2023
  • 377 Views
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Research Article

Article
The impact of regulatory focus on store promotions: The role of shopping enjoyment
Ram Mohan Dhara, Jagrook Dawra & Bikramjit Rishi
Published online: 20 Jun 2023
  • 265 Views
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Research Article

Article
Elucidating the linkage between advertisements embedded with emotional appeals and the brand relationship quality during the COVID pandemic
Priyanka Garg, Sumanjeet Singh, Pankaj Chamola, Amit Kumar & Minakshi Paliwal
Published online: 13 Jun 2023
  • 147 Views
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Research Article

Article
How not who: Message strategies adopted by celebrities v/s social media influencers
Daneshwar Sharma
Published online: 31 May 2023
  • 878 Views
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Research Article

Article
Adult-focused sharenting does not pay out: Sharenting in sponsored posts elicits negative ethical attitudes if the product is adult-related, but not when it is child-related
Ágnes Buvár & Gábor Orosz
Published online: 18 May 2023
  • 410 Views
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Research Article

Article
Effects of a branded webtoon on ad avoidance: The persuasion knowledge model of dual experiences
Ilyoung Ju & Jong Woo Jun
Published online: 05 May 2023
  • 161 Views
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Research Article

Article
The more, the not merrier? exploring information overload in the context of electronic word-of-mouth (eWOM)
Linde Wang & Burçin Güçlü
Published online: 04 May 2023
  • 346 Views
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Research Article

Article
The effects of crisis types on corporate warmth and competence perceptions: Interplay with post-crisis promotion types for corporate attitude recovery
Hyun Ju Jeong
Published online: 03 May 2023
  • 149 Views
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Research Article

Article
Customer Satisfaction with Telephone-Based Self-Service Technology: Investigating the Role of ‘Gender’ of the Voice Assistant
Komal Nagar
Published online: 27 Apr 2023
  • 284 Views
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Research Article

Article
Factors influencing electronic word of mouth behavior in higher education institutions
Haneyah Ata Rabah, Ala’ Omar Dandis, Mohammad Al Haj Eid, Len Tiu Wright, Ayman Mansour & Ibrahim Lewis Mukattash
Published online: 25 Apr 2023
  • 289 Views
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