Green purchase behavior (GPB) is not constant and vary in different contexts. This study aims to analyze the mediation impact of green advertisement (GA) on the relationship between the environmental concern (EC), social influence (SIN), self image (SIM), and GPB. 458 responses considered to...

Merchant Authorized Consumer Cash Substitutes (MACCS) have existed in one form or another for hundreds of years although without a generic name. At nineteenth century American railroad construction sites far from established towns, companies paid employees with “scrip.” Coca Cola, beginning...

This research analyses the determinants of the customers' intentions to purchase travel online, by proposing an integrated model that is based on the Theory of Planned Behaviour and an attitudinal measure for interactive engagement with travel search engines. Several studies have already...

This paper analyzes dynamic advertising and pricing policies in a durable-good duopoly. The proposed infinite-horizon model, while general enough to capture dynamic price and advertising interactions in a competitive setting, also permits closed-form solutions. We use differential game theory to...

Firms frequently utilize multiple communications instruments as part of their marketing campaign. Interactions between these instruments suggest that firms should apply Integrated Marketing Communications (IMC) to benefit from the synergies. We review different IMC models and then present a...

This note examines the stability of an optimal control problem based on a particular stochastic extension of the Nerlove-Arrow advertising model. It is shown that depending on the parameters of the problem and the initial conditions, the optimal solution may converge monotonically or...

Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...

This is Chapter 14 from the 2020 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