brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on … consumer. Research methodology: analysis of scientific literature, logical definition and theory construction, an experiment …

advertised entity. In the first experiment, we randomize the number of social cues present in word-of-mouth advertising, and …Social advertising uses information about consumers' peers, including peer affiliations with a brand, product … measure how responses increase as a function of the number of cues. The second experiment examines the effect of augmenting …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online … and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This …

to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …

product. We build a micro-model where multiple firms compete through targeted advertising. Consumers make inferences from … targeted advertising about their potential match values for the product category, as well as the advertising firm's unobserved … throughout the category. We find that the increase in consumer search creates an advertising spillover beyond the level of the …