Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's effects on the identity projects...

Dilution results when another's commercial use of the same or similar famous mark weakens its distinctiveness or tarnishes it. On October 6, 2006, President Bush signed into law the Trademark Dilution Revision Act (TDRA), which significantly amended the Federal Trademark Dilution Act with the...

Drawing on theories of new product adoption and inter-temporal choice, we show in cross-sectional and longitudinal investigations (Study 1) that when people consider adopting a new product in the distant future, they are more concerned about performance and symbolic benefit uncertainties. In...

Purpose of This Paper This paper examines call center satisfaction in an escalated call center context where callers are organization members of the primary/leveraged brand and have purchased additional co-branded services as part of their membership. The relationship between call center...

This study explores how the dynamics of consumer culture and globalization interact with Islamic beliefs, rituals and behaviors, and revive and modify local rituals in order to fit with modern consumption-driven lifestyles. Specifically, we focus on urban Turkey and discuss how Ramadan rituals...

While there is a wealth of literature dealing with the nature and politics of stereotypical representations in advertising, there is little on how stereotypes are created and transformed as a result of social, cultural, political and economic factors. This ethnographic study looks at how...

How do a few Third World conflicts become international causes célèbres, while most remain isolated and unknown? Why, for instance, has there been so much recent attention to the Darfur crisis but so little to ongoing conflict in the Democratic Republic of Congo, despite vastly more casualties...

Retail industry in India is booming and there is fierce competition. The country indeed has become the cynosure of FDI in retail sector and policies are heading towards more liberalization to attract foreign investment. There are various players in apparel segment in terms of lifestyle format....

Although the idea of brand concepts has been around for a while, very little research addresses how brand concepts may influence consumer responses to corporate social responsibility (CSR) activities. Four studies reveal that communicating the CSR actions of a luxury brand concept causes a...