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The impact of brand social media marketing on the dynamics of the company's share value
Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32
value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …
Persistent link: https://www.econbiz.de/10014371857
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Understanding the effect of advertising on stock returns and firm value : theory and evidence from a structural model
Vitorino, Maria Ana - 2011
investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by … interpreting advertising expenditures as an investment in brand capital, the approach in this paper provides a novel way to measure … advertising expenditures which standard asset pricing models cannot. The estimation results also show that brand equity accounts …
Persistent link: https://www.econbiz.de/10009356642
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FMCG Product Endorser Advertising Variable Affect the Purchase Decisions and Brand Loyalty in the Community in the Korwil Jember
Hariyana, Nanik - 2017
. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This …
Persistent link: https://www.econbiz.de/10012951034
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Advertising and Brand Attitudes : Evidence from 575 Brands Over Five Years
Du, Rex Yuxing; Joo, Mingyu; Wilbur, Kenneth C. - 2018
Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …
Persistent link: https://www.econbiz.de/10014114974
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Polish young consumers' attitudes towards mobile phone brands
Gajda, Dawid - In: Journal of marketing and consumer behaviour in emerging … (2020) 2, pp. 4-15
Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil...
Persistent link: https://www.econbiz.de/10012439438
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Bali brand love : a perspective from domestic tourists
Sukaatmadja, I. Putu Gde; Yasa, Ni Nyoman Kerti; … - In: Cogent business & management 10 (2023) 3, pp. 1-18
This research aimed to examine and explain the effect of brand image, tourist experience, and destination quality on brand love, Word of Mouth (WOM), recommendation, and revisit intention. The research samples included 284 domestic tourists visiting Bali at least twice in the last 5 years. The...
Persistent link: https://www.econbiz.de/10014506310
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Perceived intrusiveness of rich media ads in online advertising : evidences from young Indian travellers
Madhavan, Vinod; George, Simon; Kidiyoor, Gururaj - In: Cogent economics & finance 7 (2019) 1, pp. 1-13
This paper examines the interrelated effects of perceived ad intrusiveness of rich media ads in online advertisements with respect to attitudes towards brands, online advertisement and the publisher’s website on young Indian travellers. Despite the widespread use of the term in marketing...
Persistent link: https://www.econbiz.de/10014232237
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Femvertising and its perception by Polish female consumers
Macias, Klaudia - In: Journal of marketing and consumer behaviour in emerging … (2021) 1/12, pp. 55-69
perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women … sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a … suggestion for advertisers that diversifying an advertising message can be an eff ective marketing strategy. …
Persistent link: https://www.econbiz.de/10012666760
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Coordinating static and dynamic supply chains with advertising through two-part tariffs
Lambertini, Luca - 2013
Zaccour (2008) investigates the behaviour of a marketing channel where firms invest in advertising to increase brand …'s advertising effort, performing this task both in the static and in the dynamic game. then, I show that an analogous result emerges …'s advertising effort; and (ii) by using a contract which is linear in the brand equity, in the dynamic case. …
Persistent link: https://www.econbiz.de/10011730985
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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 … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …
Persistent link: https://www.econbiz.de/10014318225