capture some of the retailer’s profits. A producer always benefits from investing into an advertising campaign with suggested …

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 …

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. …