Visual images constitute much corporate communication about products, economic performance, and social responsibility, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image, corporate image, advertising images, and images of...

This paper investigates consumer responses to gay families portrayed in advertising, drawing on critical visual analysis, reader response analysis and queer theory. The results from twenty-five interviews showed that the ability to discover a family theme in ads is related to how consumers...

Cultural codes, ideological discourse, and rhetorical processes have been acknowledged as influences on consumer's relationships with advertising, brands and mass media. If brands exist as cultural, ideological, and rhetorical objects, then researchers require tools developed to understand...

This paper explores the impact of packaging, labeling and free sample on the buying behaviour of consumers of a communicationally backward area of India. The hypothesis is that the packaging, labeling, sample has strong influence on consumer buying behaviour. Two factorial approaches are adopted...

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...

The Internet is growing at a rate of almost 50-100% per year in India. From being a medium for exchange of information and communication between the scientific research workers, it has opened a vast vista of entertainment and information (edutainment) for millions of people on the Internet...

Women Consumers are playing an important role in online shopping. The increasing use of internet by the women consumers in India provides an emerging prospect for online retailers. If online retailers know the factors affecting women consumers' buying behavior, then they can further develop...

Business ought to understand their customers' needs and wants, if they want to remain successful in a competitive market place. Therefore, this chapter introduces its readers to market research as tourism businesses continuously require information on their customers. In this light, a well...

In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers' shopping behavior as effectively as possible. Therefore, it is important for the company to be able to adapt to these changes...