Purpose – The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a...

Purpose – From an integrated marketing communications perspective, this study aims to analyse what level of consistency among brand messages is more effective in terms of customer‐based brand equity. In particular it aims to evaluate its impact on brand knowledge structure, and how brand...

Purpose: This study aims to explore the topic of perceived terrorism risk and animosity as interrelated within the context of countries suffering from armed struggles and terror. The research investigates how these constructs influence the visitation decisions of millennials....

Purpose: The study aims to investigate the concept of animosity that is based on traditional enmity and that which originates from other grounds. The study examines whether animosity that is based on these different causes has differing effects on perceptions and purchase decisions of the...