Purpose: Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how advertising expression and content differed in the two countries while they were fighting the...

Purpose: This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally branded products. Design/methodology/approach: This study uses eye-tracking measures (i.e....

Purpose: This study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e. compensation and causal attribution) and brand type (i.e. full-service vs low-cost) in consumers’...