Purpose The present study aims to further examine the persuasive effect of pictures in a print ad according to the recipient’s ability to process the information and to observe to what extent the presence of a picture could negatively influence recipients’ attitude toward the ad’s verbal...

Purpose This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program. Design/methodology/approach Two studies of 2 (program involvement: high vs low) × 2...

Purpose – The purpose of this paper is to examine how the learning orientation of export functions affects their growth performance. Design/methodology/approach – A mail survey of 354 exporters was conducted, and the data were analyzed using confirmatory factor analysis and structural...

Purpose – The purpose of this paper is to examine international decision making, information processing, and related performance implications. The authors aim to explore the relationship between international decision making and problem-solving dissensions related to entry mode decisions. In...

Purpose – In response to concerns regarding frequent uses of emotional appeals and endorsers in DTCA, this paper aims to investigate the relative effects of fear‐eliciting and non‐fear‐eliciting DTC ads on elaboration and attitude change regarding the drug and health issue, and...

Purpose – The paper's aim is to measure the effect of various brief summary formats on consumers' drug‐related knowledge, evaluations of ad information, ad believability, attitudes towards the ad and brand, perceived product risk and intention to use ad information in making healthcare...

Perceived fit between a sponsoring brand and an event is considered to be a key sponsorship requirement, but little is known about the variables that are related to perceived fit. Coca - Cola's sponsorship of the 2002 Salt Lake City Winter Olympics is examined to assess relationships between...

Purpose – Premised on the information‐processing perspective, this paper attempts to examine whether diverse top management team can simultaneously pursue contradictory innovations. Design/methodology/approach – The paper is based on a questionnaire survey and analysis of a sample of 113...

Purpose – In this viewpoint, the authors aim to discuss sustainability issues in university education. Balancing what we call the “Accounting View” and the “Sustainability View”, the authors illuminate the status of value relevance of sustainability information and question the depth...

Purpose – The purpose of this study was to understand how male and female consumers differently evaluate sustainability claims from brands and how brands’ sustainability efforts and the presence/absence of information transparency in the claims affect their brand schemas differently....