How does advertising work? Research findings on the effects of advertising are assembled and critically reviewed in this clearly written book, which is designed for both advanced students and practitioners. Robert East presents evidence on successful advertising campaigns where the brand...

Examines the determinants that influence consumers’ intention to buy environmentally friendly products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and...