Now day advertising has craftily become an inescapable companion of modern life that we can't escape and avoid it, truly it’s an intrinsic part of our daily lives. Advertising affects everyone’s life and influences many purchasers. Consumer turns to advertising for its informativeness, as...

The increasing investments in communication put in evidence the need for innovation to fulfil and improve identity, positioning (brand and products), reputation, goodwill, networking. This paper aims to analyze – following the literature on brand management and marketing communication - the...

Crisis communication and advertising communication are a priori diametrically opposed. Advertising is not the appropriate tool in times of crisis, but offers prospects that other tools do not possess. Despite its many faults, advertising can help a ″classic″ crisis communication. We will try...

Today we put great emphasis on the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also...

A crisis is any situation that threatens the integrity or reputation of a company. Public relations is the discipline which looks after reputation, with the aim of earning understanding, support and influencing opinion and behaviour. There have been several examples of public relations crises...

The recently development of the capital market intensified the investors attraction toward profit opportunities. The involvement on the capital market has become a widely used activity among all investors regardless their financial power. This has led to diversifying of the capital market, and...

Consideration set has been one of main research topics in marketing field for a long time. Using interview data, many studies have been conducted to investigate the nature of its content. However, only few studies tried to do so by using consumer purchase history. By modeling the process of...

Evoked and consideration set have been one of main research topics in marketing field for a long time. Using interview data, many studies have been conducted to investigate the nature of its content. However, only few studies tried to do so by using consumer purchase history. By modeling the...

In recent years, there has been an observably increasing interest in one's own body appearance. By attempting to identify the main differences in body image perception within two culturally different backgrounds (the US and China), this paper examines the relationship between the way consumers...