integrated communication approach and by its uniqueness and its involving power can contribute to the brand image in a very …

with this debate, it is important for brands to understand consumers’ perceptions of multi-racial advertising. Indeed …, these perceptions are also assumed to influence consumers’ attitude towards the advertised brand. Based on the attribution …, create the perception amongst consumers that their advertisement is socially responsible and, in so doing, increase their …

Understanding how consumers discover, adopt and develop relationships with brands is of increasing interest in consumer … research. A relationship being a series of interactions, key interactions between consumers and brands, especially the first …