has direct and negative relationship on attitude towards brand, online advertisement and the publisher’s website. Results …

intentionality and reliability of brand trust. This research also illustrated that intentionality and reliability have a significant …

word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the … marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast … indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand …

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …