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How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2012) 1/2012, pp. 34-41
emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …
Persistent link: https://www.econbiz.de/10010420968
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Preisregulierung zum Schutz der Verbraucher: Wirkungen auf Werbung und Wohlfahrt
Steinrücken, Torsten; Jaenichen, Sebastian - In: Vierteljahrshefte zur Wirtschaftsforschung 78 (2009) 3, pp. 188-201
Regulierung neben dem Preis auch über den Aktionsparameter Werbung verfügt. Die Modellergebnisse zeigen, dass der … stärker den Einsatz absatzpolitischer Instrumente bei der Regulierung zu berücksichtigen, also den Einsatz der Werbung …
Persistent link: https://www.econbiz.de/10010377895
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Driving Factors of the Subprime Crisis and Some Reform Proposals
Rudolph, Bernd; Scholz, Julia - In: CESifo DICE Report 06 (2008) 3, pp. 14-19
Persistent link: https://www.econbiz.de/10011696646
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The role of perceived religiosity in strengthening celebrity endorser's credibility dimensions
Silalahi, Sahat Aditua Fandhitya; Fachrurazi, Fachrurazi; … - In: Cogent Business & Management 8 (2021) 1, pp. 1-20
This present study investigates the moderating effect of celebrity endorsers' perceived religiosity in the relationship between dimensions in source credibility theory and consumers' purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in major...
Persistent link: https://www.econbiz.de/10012657389
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Linking celebrity endorsement and luxury brand purchase intentions through signaling theory: A serial-mediation model involving psychological ownership, brand trust and brand attit...
Zaman, Umer - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 15 (2021) 3, pp. 586-613
Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...
Persistent link: https://www.econbiz.de/10012660927
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The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry
Hani, Safi; Marwan, Azouri; Andre, Azouri - In: Arab Economic and Business Journal 13 (2018) 2, pp. 190-196
This paper tends to the effect of celebrity support to jewelry advertisements on the conduct of consumers, in particular on Lebanese females. The investigation is drawn closer from the point of view of the customer. It studies celebrity endorsement from pristine idea, speculations, efficiency,...
Persistent link: https://www.econbiz.de/10012661678
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Social media advertisements and their influence on consumer purchase intention
Sriram, K. V.; Namitha, K. P.; Kamath, Giridhar B. - In: Cogent Business & Management 8 (2021) 1, pp. 1-18
Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising …-grabbing details, emotional appeal, and celebrity endorsement all had an effect on how social media advertising was evaluated. The …
Persistent link: https://www.econbiz.de/10014001706
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Celebrity endorsement influence on destination image
Marković, Ivana; Radosavljević, Gordana; … - In: Naše gospodarstvo / Our Economy 68 (2022) 4, pp. 66-74
Destination image influences the tourist decision-making process, and their intention to visit, revisit and recommend. Therefore, a positive destination image is considered one of the key destination success factors. Tourists will form the image according to their own or others' experiences and...
Persistent link: https://www.econbiz.de/10014520694
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Specialized advertising and price competition in vertically differentiated markets
Esteban, Lola; Hernández, José M. - In: SERIEs - Journal of the Spanish Economic Association 2 (2011) 2, pp. 255-282
simultaneous game of pricing and targeted advertising with two firms producing different levels of quality. We find that the … transition from uniform advertising to targeted advertising can turn a pure vertically differentiated market into a hybrid market … particular, we show that (1) compared to uniform advertising, targeting leads both firms to always charge higher prices, (2) the …
Persistent link: https://www.econbiz.de/10010317117
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Optimal advertising and pricing decisions for complementary products
Taleizadeh, Ata Allah; Charmchi, Masoud - In: Journal of Industrial Engineering International 11 (2015), pp. 111-117
Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising cost at the local … level. Previous studies have not investigated cooperative advertising for complementary products and their main focus was …
Persistent link: https://www.econbiz.de/10011640840