companies threatens the foundations of brand value. This article focus on measuring the influence of advertising, sales …

advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes … toward social media advertising on their ad clicking and online buying behaviors. To meet the objectives of the current study …. Results reveal four factors of consumer beliefs about social media advertising. However, only two dimensions i.e. information …

the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …

pharmaceutical firms mainly focus on the role of R&D. In this paper, we investigate the impact of advertising and product …’ performance is not only closely linked to their R&D activities but also to marketing activities such as advertising and product … differentiation. Since the 1990s, the return of advertising has become three times larger than that of R&D. In addition, we found that …

The article reviews the conceptual foundations of advertising polysemy – the occurrence of different interpretations … for the same advertising message. We discuss how disciplines as diverse as psychology, semiotics and literary theory have … theoretical perspectives complement and extend each other. Implications for advertising research and practice are discussed. …