This cross-cultural comparative study investigated differences in the frequency and types of value appeals used in print advertising from Poland, the UK, Hungary and Ireland. The methodological approach was content analysis; Pollay’s (1983) value appeals were linked to the GLOBE dimensions...

This is a sophistic paper with no empirical data, no evaluation of performance indicators, and no managerial implications which examines the relationship between academic research and management practice. The Industrial Marketing and Purchasing (IMP) tradition is used as a case study to evaluate...

Purpose: To investigate the effect that interactions between social media user-generated images (UGIs) involving alcohol use, and social media safe-drinking advertising, have on young people’s intention to consume alcohol. Design/methodology/approach: Two empirical studies were conducted...