Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand … information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure … televised montage that followed GfK's pretest methodology for TV advertising (a 20‐minute television show, an advertising break …

implementation of ingredient advertising campaigns by many B2B brands and the vast literature on conventional B2C advertising, there …Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors … consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase …

advertising as well as to create new products, extend a product line, and to reposition an existing product. This paper provides …

appeal advertising in different cultures. The purpose of this paper is to examine the effect of sex appeal on ad and brand … appeal advertising than older generations in China. A similar situation may exist in Australia and the USA. Practical … implications – Understanding how consumers in different cultures respond to different advertising appeal strategies is important …

attention to marketing and particularly, advertising activities. The aim of this paper is to examine the effect of TV … advertising appeals of communication companies (in this study, MTN Irancell Company) on customers' attitude towards their … advertising efforts and their brand. Design/methodology/approach – The aim was achieved through an empirical study involving a …

.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is … studied in the context of branding approaches (corporate and house of brands) that various firms follow. Design … Stock Exchange. Time series regression is performed using SPSS software to test the model. Findings – Advertising …

brands and what influences they may have had to build it. Design/methodology/approach – The authors carried out a research … when they are watching TV and surfing the net with an open question which asked them to list which brands they knew … processed by gathering the brands per product categories with specific software that showed the authors, through a …

examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked … by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on …