Institutions and organizations are increasingly using the digital media to communicate with stakeholders on a day-to-day basis and during crises situations. Therefore, this chapter presents a bibliographic analysis on digital corporate communication technologies. The grounded theory’s...

With the rapid growth of omnichannel retailing, digitally native retailers are increasingly opening physical stores. A critical issue for many digitally native retailers is to estimate the causal effect of a new store opening on their online sales. To assess the causal effect, a randomized...

Social networking has now become an integral part of lives of modern citizens of India. There will hardly be any one who is not aware about at least one social networking site or app, whether he uses that or not. This covers school students also. It has been common now for households to have a...

The availability of high speed internet services and smart phones in India has made it very easy for people to access information online and use different features of internet handily. Along with youth of the country, the elderly and the young have also been targeted by many advertisements of...

The higher educational institutions (HEIs), including universities and colleges are increasingly seeking new resources, competences and capabilities to improve their corporate reputation. Therefore, this paper has relied on a generic approach to critically analyze the marketing environment of...

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in...

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater attributions of identity-relevant brand attributes and...

The purpose of this study was to determine the motives, the brakes and the ways of using Social Networking Sites (SNS) based on dimensional models that describe national cultural values explaining and predicting behavior. The study used a qualitative method, we conducted face-to-face in-depth...

This is Chapter 14 from the 2022 edition of Advertising & Marketing Law: Cases and Materials, a casebook by Rebecca Tushnet and Eric Goldman. This chapter examines the legal issues arising from featuring people in advertisements, including publicity rights and endorsement/testimonial guidelines

The Metaverse is a new and emerging technology that offers a unique opportunity for businesses and individuals alike to extend their reach and connect with others in a virtual world (Kevins, J. 2022). Celebrities and other individuals have already begun to utilize the Metaverse as a brand...