Purpose – The study aims to extend knowledge of practitioner beliefs amongst advertising agency creatives across three countries – Australia, New Zealand and Malaysia – regarding factors that impact advertising creative excellence in the advertising agency. The study also seeks to address...

Purpose – The purpose of this paper is to develop a set of research propositions concerned with how the alignment between socially responsible corporate image and corporate identity might be enhanced through the reduction of scepticism by considering diagnostic dimensions of the corporate...

Purpose – The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach – A 2×2 between‐subjects experimental design was used...

Purpose – In this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the issue, and behavioral intention) in the emerging domain of pro-environmental social advertising. The paper...