Purpose: The purpose of this paper is to investigate how matching an ad’s empty space color specifically to that of the advertised product’s color (instead of leaving it white) impacts consumers’ product buying impulse. It tests two competing hypotheses, where the salience explanation...

Purpose: The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand trust and consumer willingness to pay for the advertised product. Design/methodology/approach: This research...

Purpose: The purpose of this paper is to investigate the impact of framing white space around a product image (e.g. silver polish) and its intended effect image (e.g. tarnish-free, shiny silverware) in an ad on the performance perceptions of the advertised product. Design/methodology/approach:...

Purpose: This research aims to investigate the impact of incorporating product shadows in brand advertising on consumer brand evaluations. Design/methodology/approach: Three studies were designed using experimental approach to demonstrate how the presence of a product’s cast shadow in a...