Celebrity endorsement research studies how the characteristics of firms and celebrities featured in promotional campaigns influence consumer attitudes and firm value. Before these campaigns are launched, firms and celebrities first negotiate at length to sign a celebrity endorsement contract....

Both face-to-face communication and communication in online environments convey information beyond the actual verbal message. In a traditional face-to-face conversation, paralanguage, or the ancillary meaning- and emotion-laden aspects of speech that are not actual verbal prose, gives contextual...

Four studies examine the influence of attaching a seemingly insignificant Post-it note to a survey packet on the likelihood of completing the survey. Participants who received a packet with an affixed Post-it note request had significantly higher return rates than participants who received the...

Trademarks are indeed about information, but trademark doctrine misunderstands trademarks’ information function. Trademark doctrine takes a broadcast view in a networked world. Rather than a world where a single source transmits messages to a passive public, we live in a world where many...

In situations in which consumers and sellers negotiate on price, the seller’s goal is to complete the sale at a profitable price. We demonstrate that sellers that pair a discounted offer with a favor request can increase the probability that a consumer will accept the deal, an effect we refer...

The higher educational institutions (HEIs), including universities and colleges are increasingly seeking new resources, competences and capabilities to improve their corporate reputation. Therefore, this paper has relied on a generic approach to critically analyze the marketing environment of...

There is a substantial literature in medical journals examining the marketing and promotional efforts of pharmaceutical firms. This literature is generally critical of those efforts, focusing on the negative aspects of promotion. Although the literature is expressed in empirical and scientific...

It has often been alleged that alcoholic beverage manufacturers disproportionately target their advertising at minors instead of at people over the age of 21. Empirical analysis presented in this article challenges that allegation; alcoholic beverage manufacturers appear to target people of...

The ongoing global pandemic has led to a seismic shift of shopping behavior towards online channels. In this light, understanding consumer choice between online shop alternatives – online patronage - grew even more important. Problematically, due to inconsistent naming and conceptualization of...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...