In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality face time with audiences. As more customers try to avoid advertisements, there has been growth in brand placement: the practice of...

Purpose: This paper aims to provide lessons from the emergence of the sharing economy after the 2008 recession and helps managers prepare more effectively for recessions in the future. Design/methodology/approach: In this conceptual paper, the authors build on research on the sharing economy...

The halo effect is a systematic bias in attribute ratings resulting from raters′ tendency to rely on global affect rather than carefully discriminating among conceptually distinct and potentially independent brand attributes. Traditionally, researchers have regarded the halo effect as a source...