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Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39
Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus …
Persistent link: https://www.econbiz.de/10014318225
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The use of brand and masculinity archetypes in analysing consumer engagement in advertising
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38
Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …
Persistent link: https://www.econbiz.de/10014230646
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Strong ties versus weak ties in word-of-mouth marketing
Hu, Hai-hua; Wang, Le; Jiang, Lining; Yang, Wei - In: BRQ Business Research Quarterly 22 (2019) 4, pp. 245-256
It is widely accepted in word-of-mouth (WOM) research that weak ties have a greater macro-level impact than strong ties on the spread of WOM and that marketers should thus intentionally stimulate WOM between weak ties to optimize a given WOM campaign. Here, we challenge this idea based on the...
Persistent link: https://www.econbiz.de/10013327682
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Product pricing when demand follows a rule of thumb
Matzke, Christina; Wirth, Benedikt - 2009
We analyze the strategic behavior of firms when demand is determined by a rule of thumb behavior of consumers. We assume consumer dynamics where individual consumers follow simple behavioral decision rules governed by imitation and habit as suggested in consumer research. On this basis, we...
Persistent link: https://www.econbiz.de/10003850650
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Understanding the effect of advertising on stock returns and firm value : theory and evidence from a structural model
Vitorino, Maria Ana - 2011
This paper brings structural modeling to the literature on financial research in marketing. I estimate a dynamic investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by interpreting advertising expenditures as an investment...
Persistent link: https://www.econbiz.de/10009356642
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Driving online and offline sales : the cross-channel effects of digital versus traditional advertising
Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - 2011 - Rev.
Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...
Persistent link: https://www.econbiz.de/10009626237
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Functional and Experiential Routes to Persuasion : An Analysis of Advertising in Emerging Versus Developed Markets
Zarantonello, Lia - 2012
Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a...
Persistent link: https://www.econbiz.de/10013100063
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Social Influence in Social Advertising : Evidence from Field Experiments
Bakshy, Eytan - 2012
Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons: peers' affiliations reflect unobserved consumer...
Persistent link: https://www.econbiz.de/10013105318
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Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
Sayedi, Amin - 2012
Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...
Persistent link: https://www.econbiz.de/10013106898
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Coordinating Static and Dynamic Supply Chains with Advertising through Two-Part Tariffs
Lambertini, Luca - 2013
Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand equity, showing that an exogenous two-part tariff cannot be used to replicate the vertically integrated monopolist's performance. I revisit the same model proving the existence of...
Persistent link: https://www.econbiz.de/10013084361