This paper explores the relationship between destination image, cultural contact, perceived risk, satisfaction, and the revisit intention of international tourists to Binh Thuan province in Vietnam based on data obtained from 405 international tourists. Employing Partial Least Squares Structural...

Frequent new product introductions and short product lifecycles lead to unusually high levels of advertising in the movie industry. We study the effectiveness of television advertisements aired after the theatrical opening of a motion picture (“post-release advertising”). We estimate an...

Despite a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers’ tendency to use...

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and...

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the impact of Facebook advertising characteristics on the market's purchase intention. This study attempts to identify and test key factors that have a direct impact on customer...

The study investigated the effect of corporate social responsibility (CSR) and green advertising receptivity (GAR) on the behavioral intentions of organizational customers within Vietnam's industrial and marine coatings sector, with a particular focus on the mediating role of green trust (GT)....