Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of satisfaction, loyalty, and profitability....

Purpose – The purpose of this paper is to focus on college students, users of online social networks, as main sources of information that helps advertisers understand the ways in which advertisements are perceived online. Design/methodology/approach – Results were reached through qualitative...

Purpose – This paper discerns key fashion and beauty advertising strategies pertaining to model selection in order to best attract North American and Chinese women. Design/methodology/approach – Recommendations are based on survey and focus group research of over 3,500 Canadian, Chinese and...

Interactive music streaming services have grown tremendously in recent years, raising questions about their effects on digital music sales and piracy. While often overlooked in practice, theoretical considerations suggest that these effects may differ according to the streaming services'...

This book uses economic theory to explain how consumers and producers have responded to major changes in the music industry. Byun examines the important role of technology in changing its structure, particularly as new methods of creating and accessing music prove to be a double-edged sword for...

This study examines the impact of Brett Kavanaugh's Supreme Court appointment on U.S. music consumption, specifically exploring changes in streaming patterns on Spotify. With a difference-in-differences approach, we analyze the streaming data of the top 200 songs, revealing a significant...