Purpose: The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach: A dual model of...

The internet provides the informative potential for brand companies to display an actual brand report. The present work introduces and examines a systematic brand equity valuation based on an advanced and intelligent data analysis applied to data extracted from the internet. Specifically, the...

Many technological food innovations that offer desirable added value tend to be rejected by consumers. This study investigates explicit and implicit consumer acceptance and the role that information about innovative food products plays in consumer decision making. The results show that both...