This paper investigates how ads for extensions can trigger different reactions with respect to consumers' attitudes towards new line and brand extensions of familiar brands. Using a structural equation model, the authors research the influence of attitude towards the ad (Aad), parent brand...

Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children’s responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame, and their...

Bayesian design theory applied to nonlinear models is a promising route to cope with the problem of design dependence on the unknown parameters. The traditional Bayesian design criterion which is often used in the literature is derived from the second derivatives of the loglikelihood function....