Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a...

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...

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...

The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...

Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...

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...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...

The objective of this study was to identify the characteristics of messages in photographs posted on Instagram. We analysed four famous sports brands to determine which type of photographs generate the greatest number of “likes” based on engagement with and admiration for a brand. The...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...