We review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focussing specifically on their use by children. We use consumer behaviour theories such as the persuasion knowledge model to provide a theoretically-grounded framework for...

The present paper investigates into the relationship between Competitive Intelligence (CI) factors, characteristics, information sources, needs, requirements and the export intensity of exporting companies in two distinct samples (Flanders and South Africa). We establish whether there are...

It has been observed that ad-evoked feelings exert a positive influence on brand attitudes. To investigate the empirical generalizability of this phenomenon, we analyzed the responses of 1,576 consumers to 1,070 TV commercials from more than 150 different product categories. The findings suggest...

Social media, and in particular user-generated media, offer a myriad of possibilities for enhancing the engagement of target audiences with social marketing campaigns. Social media, which enables easy and free content creation, is often seen as a cost effective way to promote social messages,...

Ever since Levitt's (1983) article The Globalization of Markets, in which he claimed that marketing can be standardised across cultures, the debate whether or not marketing, and advertising in particular, can truly be standardised has divided both practitioners and researchers in the field....

This paper gives a short overview of the main concepts and theories in intercultural and cross-cultural communication, thus providing a brief introduction into the field of empirical research into culture-based value variations and providing a short outline of the major works in this area (e.g....

Television advertising directed at children is claimed to be a significant contributory factor in childhood obesity. Furthermore, it is claimed the presence or absence of advertisements for 'treat foods' has a major impact on children's eating habits. However, focusing on advertisements alone...

Medicines, in their various forms, are an important part of daily life and health for many consumers across diverse cultures. However, beliefs and trust inherent in treatment are - at best - poorly understood. Major dislocation of trust occurs when the media report medical scandals, or when...