Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards...

Purpose This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium. The synergistic effect experienced when two messages are thus combined is reversed for readers with high PK...

Purpose – This paper aims to conceptualize consumer impulsiveness (CI) as a global trait to explore its influence on a wider range of consumer behaviours and also presents a revised CI scale. Prior research on CI focuses on the impulse buying context and does not establish the cross-cultural...

Purpose – This paper aims to present a commentary on the Armstrong et al. (2015) proposals to use checklists of Armstrong’s “advertising principles” to predict the effectiveness of alternative advertising executions and their tests of validity using paired ads with day-after recall...

An important consideration when designing new product services for a marketing channel is the extent to which the service should be differentiated to meet the requirements of alternative customer groups. This article is a report on whether a new wool testing service, which has potential...

Purpose – To test how responsiveness to key organizational stakeholders (owners, customers, employees) is related to organizational effectiveness (OE). Focused versus balanced strategies of responsiveness are compared. Design/methodology/approach – Employs Boolean algebra to study...