In today's highly competitive market, companies use celebrities in advertisements. Due to the development in the field of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines has confirmed with its own example that the celebrity...

Spanish Abstract: En el mundo globalizado actual, donde los empresarios le apuestan a posicionarse en los mercados, existe incertidumbre en la sobrevivencia de las Micro Pequeñas y Medianas Empresas (MIPYMES), las cuales aportan aproximadamente el 48% del PIB de la economía de los países, y...

The objective of this study was to identify the characteristics of messages in photographs posted on Instagram. We analysed four famous sports brands to determine which type of photographs generate the greatest number of “likes” based on engagement with and admiration for a brand. The...

This article analyzes the possibility of commercializing internationally the Cotija Región of Origin Cheese, by means of marketing strategies. The elaboration of daily products, is one of the principal economic activities in Mexico. The economic and social situation concerning the Cotija...

Since time immemorial, subliminal advertisement has continued to haunt the society and especially after James Vicary's experiment at New Jersey, it reached a new height. Since then, there has been much argument about whether this can be an efficient technique of marketing communications. Decades...

We investigate how mentioning the price paid to others (which we refer to as price-dropping) can be used to the negative experience that occurs when consumers realize they unintentionally overpaid for a product. Specifically, we show that by engaging in price-dropping, consumers re-appropriate...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

Firms of varying size can produce the same product. Do consumers make inferences about products based on firm size? We focus on perceptions of product naturalness and show, in four studies, that products made by smaller firms are perceived to be more natural — whether they are directly...

A recent Gallup poll found only 13% of Americans trust the media “a great deal,” while 28% indicated that they trust the media “a fair amount.”However, evidence suggests a more favorable situation for local journalism.Poynter’s 2018 Media Trust Survey and a recent Knight...

We find that consumers prefer bonus pack, as opposed to price discount, for virtue foods but prefer price discount, as opposed to bonus pack, for vice foods. Past research has shown that cēterīs paribus consumers prefer bonus pack to price discount. We propose that this preference does not...