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Advertising implications and design of messages
D'Souza, Clare M.; Tay, Richard - In: Marketing intelligence & planning 34 (2016) 4, pp. 504-522
Persistent link: https://www.econbiz.de/10011571124
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Attitude of Muslim consumers toward sex appeal in advertising : a comparative study between subcultures in Malaysia
Ismail, Ahmed Rageh; Melewar, T. C. - In: Journal of promotion management : JPM 20 (2014) 5, pp. 553-570
Persistent link: https://www.econbiz.de/10010467271
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Danone Branding Strategy in China
Melewar, T C; Badal, E; Small, J - 2005
This paper analyses the branding strategy of a leading French food producer in the fast growing Chinese market. The company, Danone Group (DG), has long been operating internationally with success. However, like several multinational enterprises, its initial entry into China was a failure....
Persistent link: https://www.econbiz.de/10009465504
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The MDPS method of message theme development: a new tool for managers
Mowen, John C.; Harris, Eric G. - In: Journal of Consumer Marketing 20 (2003) 5, pp. 428-445
through personality segmentation – MDPS. This new tool, based on Mowen’s 3M model of motivation and personality, is used to … identify a network of key personality traits that may be used as segmentation and message development variables. The approach … addresses several criticisms that have been leveled against personality research in marketing. The approach includes four …
Persistent link: https://www.econbiz.de/10014848343
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Raising consumers : children and the American mass market in the early twentieth century
Jacobson, Lisa - 2004
Persistent link: https://www.econbiz.de/10001945406
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Birth order as a market segmentation variable
Claxton, Reid P. - In: Journal of Consumer Marketing 12 (1995) 3, pp. 22-38
markets. Offers a corporate advertising example to demonstrate the practical significance of investigating links among birth …
Persistent link: https://www.econbiz.de/10014849132
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The effect of personality on response to sexual appeals
Black, Iain R.; Organ, George C.; Morton, Peta - In: European Journal of Marketing 44 (2010) 9/10, pp. 1453-1477
Purpose – This paper aims to examine the role of personality in how people respond to sexual appeals in advertising …/value – This research extends existing work on the effect of individual differences on consumers' reactions to advertising and is … the three personality trait scales were the between‐subjects factors. Relevance of the product to the appeal, which was …
Persistent link: https://www.econbiz.de/10014722687
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Managing Beauty – Products and People
Langmeyer, Lynn; Shank, Matthew - In: Journal of Product & Brand Management 3 (1994) 3, pp. 27-38
evaluate beauty but the evidence indicates that values, habits, personality, and behavior are the “soul″ of beauty – essential …
Persistent link: https://www.econbiz.de/10014896420
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Magazine advertising : factors influencing the effectiveness of celebrity advertising
Martín-Santana, Josefa D.; Beerli-Palacio, Asunción - In: Journal of promotion management : JPM 19 (2013) 2, pp. 139-166
Persistent link: https://www.econbiz.de/10009754907
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The role of technology in building a competitive advantage : programmatic buying and its impact on the competitiveness of an organization
Kozielski, Robert; Sarna, Nikodem - In: Folia oeconomica Stetinensia : FOS 20 (2020) 2, pp. 216-229
Persistent link: https://www.econbiz.de/10012628104