In today's globalized markets a favorable country-of-origin image (CoI) has a considerable
impact on consumers' evaluation of products originating from different countries and …

The rapid development of social media has challenged event managers to rethink how this
trend will shape traditional marketing practices. Given the rise of these technologies, the …

Gamification has recently become a popular topic in marketing practice. It is perceived as
being a promising way to provide improved consumer experiences and to positively …

Retailers have always worked to establish close relationships with customers through the
retail marketing mix. Thus, the literature has a long tradition of testing the effects of various …

In the discussion on advertising effect, the self-reference effect and argument quality are
regarded as the factors affecting consumption judgment. This research aims to discuss the …

We propose and test an integrated process explanation for why narrative ads in general are
more persuasive than non-narrative ads. A study involving a random sample of 25 narrative …

This study comprehensively reviews the literature on product placements to develop an
integrative conceptual model that captures how such messages generate audience …

Humorous, warm, and rational television and print advertisements are tested in similar
television and print contexts. The impact of ad style/context style congruency and context …

The current research investigates the role of fear in the creation of emotional attachment to a
brand. Previous research examining the influence of incidental negative emotions on brand …

The eighth edition of The Media Handbook continues to provide a practical introduction to
the media planning and buying processes. Starting with the broader context in which media …