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...

Purpose: Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit...

Purpose: Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to...

Purpose: Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of logistical advantages, rectangular packaging is frequently used for organic food products. However, the...

Purpose: The importance of influencer marketing is constantly growing. However, little empirical research has examined influencers’ success requirements. This study aims to fill this gap by exploring whether the requirements of influencers’ attractiveness, expertise and trustworthiness are...