Purpose: The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement (Aad) and word-of-mouth (WOM) intention....

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...

In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a...

New media, such as the Internet or interactive digital television (a merger of television and Internet technology), often combine different sensory inputs and different types of media content simultaneously. These combined information cues may interfere with each other or reinforce the...

Marketing research efforts across Eastern European countries continue growing since the introduction of market reforms in this region. Nonetheless, questions remain unanswered as to cross-cultural differences in Eastern Europeans' consumer behavior. The present research addresses this knowledge...

Purpose: Past research suggests that heavy media multitaskers (HMMs) perform worse on tasks that require executive control, compared to light media multitaskers (LMMs). This paper aims to investigate whether individual differences between HMMs and LMMs make them respond differently to...

Purpose: This study aims to assess the relative importance of the argument strength, argument sidedness, writing quality, number of arguments, rated review usefulness, summary review rating and number of reviews in determining the perceived usefulness and credibility of an online review....

Using real-life purchase behavior data of apparel and survey information, this study compares the Relationship Quality and the Theory of Planned Behavior models. The attitude towards the buying behavior, the subjective norm and perceived behavioral control (antecedents of the buying intention in...