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Shades of Representation : Auto-Detection and Perception of Skin-tone Diversity in Visual Marketing Communication

Xie, Wen; Overgoor, Gijs; Lee, Hsin-Hsuan Meg; Han, Zhu - 2023

Skin-tone representation in brand visuals can signal brands' diversity, equity, and inclusion (DEI) efforts. However, it is unclear what skin-tone DEI means to people, and there is no objective standard for its quantification from visual content. We propose an automated framework assessing...

Persistent link: https://www.econbiz.de/10014360471

Innovation and trends in olfactory marketing : a review of the literature

Chatterjee, Shuvam; Bryła, Paweł - In: Journal of economics & management 44 (2022) 1, pp. 210-235

Aim/purpose - Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure … literature. Findings - This article advances knowledge on the topic of fragrance marketing and proposes an integrative framework …. Originality/value/contribution - The study assists marketers in understanding the im- pact of olfactory marketing in increasing …

Persistent link: https://www.econbiz.de/10014324922

An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry

Majeed, Mohammed; Asare, Charles; Fatawu, Alhassan; … - In: Cogent business & management 9 (2022) 1, pp. 1-19

The purpose of this quantitative-deductive paper is to explore the link amongst customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. The study was conducted on social media because, it is the fastest growing media in history. Data was...

Persistent link: https://www.econbiz.de/10014420386

The use of brand and masculinity archetypes in analysing consumer engagement in advertising

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...

Persistent link: https://www.econbiz.de/10014230646

Influencing Factors of Consumer Behavior thru Online Streaming Shopping in Entertaining Marketing

Jia Hua, Huang; Nuangjamnong, Chompu - 2021

entertainment marketing. The purpose of this study is 1) To determine the influence of social interaction ties and shared language … thru online streaming shopping in entertaining marketing …

Persistent link: https://www.econbiz.de/10014086431

Factors influencing residents' perceptions, attitudes and behavioral intention toward festivals and special events : a pre-event perspective

Li, Hui; Schein, David D.; Ravi, Siva Prasad; Song, Wei; … - In: Journal of business economics and management 19 (2018) 2, pp. 288-306

This article reports the results of research investigating residents' perceptions, attitudes and behavioral intention (BI) toward sports festivals and special events (FSE) from a pre-event perspective. A structural equation modeling (SEM) was utilized. Two sets of theoretical frameworks have...

Persistent link: https://www.econbiz.de/10012174771

Authenticity in marketing : a response to consumer resistance?

Marks, Christine; Prinsloo, Melani - In: Journal of marketing and consumer behaviour in emerging … (2015) 2, pp. 15-32

Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing … discipline. At the same time, extant literature suggests the increasing importance of authenticity in marketing.This study … investigates the research question whether and by which means authenticity in marketing can be a response to consumer resistance …

Persistent link: https://www.econbiz.de/10012116449

Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management

Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 49-56

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Persistent link: https://www.econbiz.de/10010380722

Environmentally conscious marketing

Nagy, Szabolcs - 2004

Persistent link: https://www.econbiz.de/10011282137

Functional food marketing : the Hungarian market case

Nagy, Szabolcs - 2010

relevant marketing approaches, and the main consumer segments have been identified. This paper contains empirical research … findings on functional food consumption in Hungary. As a marketing manager or academic, you shall find valuable pieces of …

Persistent link: https://www.econbiz.de/10011282130