As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are...

Mobile in-app advertising is now the dominant form of digital advertising. While these ads have excellent user-tracking properties, they have raised concerns among privacy advocates. This has resulted in an ongoing debate on the value of different types of targeting information, the incentives...

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil...

Web surveys technically allow providing feedback to respondents based on their previous responses. This personalized feedback may not only be used to target follow-up questions, it also allows test results to be returned immediately to respondents. This paper argues that the possibility of...

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

The study provides empirical support for the 3M Personality Theory which postulates that elemental traits (which are the most abstract traits of the individual's personality) can directly predict surface traits – the most concrete and tangible levels of personality. Further, the void in the...