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The use of brand and masculinity archetypes in analysing consumer engagement in advertising

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38

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 …

Persistent link: https://www.econbiz.de/10014230646

Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus …

Persistent link: https://www.econbiz.de/10014318225

Is there a link between sustainability, perception and buying decision at the point of sale?

Lamberz, Julia; Litfin, Thorsten; Teckert, Özlem; … - In: Business Systems Research (BSR) 11 (2020) 3, pp. 1-13

Background If retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention, the likelihood of a purchase is significantly increased. Particularly, in recent years, they have been relying on the megatrend of...

Persistent link: https://www.econbiz.de/10015408602

Probleme und Möglichkeiten zur Bestimmung der Promotioneffizienz bei konsumentengerichteten Promotions

Wilhelm, Anette - 2004

In der Literatur gibt es bislang nur eine sehr geringe Anzahl von Ausarbeitungen, die sich mit dem Thema Promotioneffizienz beschäftigen, die darüber hinaus größtenteils auch nur von geringer Aktualität ist. Daher liegt neben der theoretischen Einleitung in das Thema Verkaufsförderung der...

Persistent link: https://www.econbiz.de/10010297034

Sponsoringstudie 2012 – Wie die Sponsoren der Fußball-Bundesliga von der Stärke der Vereinsmarken profitieren können

Woisetschläger, David; Backhaus, Christof; Dreisbach, Jan - 2012

Hervorgehend aus der zentralen Bedeutung der Zielsetzung des Transfers von positiven Einstellungsmerkmalen auf die Sponsorenmarke widmet sich die Sponsoringstudie 2012 speziell den folgenden Fragestellungen: 1. Welche Potenziale bieten die Vereine ihren Sponsoren hinsichtlich eines positiven...

Persistent link: https://www.econbiz.de/10010311729

Method of product placement in computer games : qualitative research amongst Polish players

Hofman-Kohlmeyer, Magdalena - In: Journal of marketing and consumer behaviour in emerging … (2024) 1/18, pp. 14-34

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider...

Persistent link: https://www.econbiz.de/10015359310

Breaking barriers in advertising : innovative cross-media measurement with audio-matching

Sanz Blas, Silvia; Ballester-Riera, Victor; Buzova, Daniela - In: Journal of innovation & knowledge : JIK 10 (2025) 3, pp. 1-13

The changes that are taking place in consumers' media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media,...

Persistent link: https://www.econbiz.de/10015413873

Analyzing the Relationship between Organic and Sponsored Search Advertising : Positive, Negative or Zero Interdependence?

Yang, Sha; Ghose, Anindya - 2012

The phenomenon of paid search advertising has now become the most predominant form of online advertising in the marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the presence of organic listings of the same firms. In this...

Persistent link: https://www.econbiz.de/10014046077

Advertising Effects on Awareness, Consideration and Brand Choice Using Tracking Data

Franses, Philip Hans - 2009

Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice, we test the hierarchy of effects hypothesis. Our empirical results, based on a simultaneous equations model with pooled parameters across brands, suggest that we can reject...

Persistent link: https://www.econbiz.de/10012767634

Anytime Versus Only : Mindsets Moderate the Effect of Expansive Versus Restrictive Frames on Promotion Evaluation

Cheema, Amar - 2008

Three studies demonstrate that the framing of redemption windows as expansive or restrictive, while keeping the actual length of the window constant, influences consumers' evaluations of sales promotions. When feasibility concerns are highlighted (e.g., in an implemental mindset), consumers...

Persistent link: https://www.econbiz.de/10012772014