Purpose: What gets measured gets done” goes the cliché. Therefore, it is imperative for corporate communicators to understand the measurement of persuasive communication, starting with its antecedents. This paper will highlight the link between audience awareness/behavior and persuasive...

We developed a partial equilibrium model in which intra-industry trade arises as a result of utility maximization of consumers and profit maximization of firms. The driving force for intra-industry trade is non-homothetic preferences of consumers. We utilized a vertical differentiation...