Children in marketing: A review, synthesis and research agenda
O Sigirci, AE Gegez, H Aytimur… - International journal of …, 2022 - Wiley Online Library
Children have received much research attention in many different academic disciplines
within social sciences, including marketing. The main objective of this study is to provide a …
within social sciences, including marketing. The main objective of this study is to provide a …
The impact of endorser and brand credibility on consumers' purchase intention: the mediating effect of attitude towards brand and brand credibility
Fierce competition within the fashion industry compels apparel companies to formulate a
variety of marketing strategies to entice consumers, enhancing their purchase intention (PI) …
variety of marketing strategies to entice consumers, enhancing their purchase intention (PI) …
Does celebrity image congruence influences brand attitude and purchase intention?
J Paul, S Bhakar - Journal of Promotion Management, 2018 - Taylor & Francis
We examine whether image congruence (IC) of celebrities have significant effect on
purchase intention (PI) and whether attitude towards brand and attitude towards …
purchase intention (PI) and whether attitude towards brand and attitude towards …
[HTML][HTML] Meme marketing effectiveness: A moderated-mediation model
Underpinned by brand placement literature, associative network theory, and narrative
transportation theory, this research examines how meme marketing types (brand prominent …
transportation theory, this research examines how meme marketing types (brand prominent …
Enhancing consumer well-being and behavior with spiritual and fantasy advertising
Despite increasing usage of spirituality and fantasy in advertising, especially during the
novel coronovirus pandemic, the implications of this trend on consumer well-being and …
novel coronovirus pandemic, the implications of this trend on consumer well-being and …
A qualitative approach to unravel young children's advertising literacy for YouTube advertising: In-depth interviews with children and their parents
Purpose This study aims to examine young children's (ages 4 to 7) knowledge and skills (ie
their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and …
their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and …
Parenting style and family type, but not child temperament, are associated with television viewing time in children at two years of age
Objectives Despite the American Academy of Pediatrics (AAP) recommending that electronic
media be avoided in children under two years of age, screen use is common in infants and …
media be avoided in children under two years of age, screen use is common in infants and …
Understanding the YouTube generation: how preschoolers process television and YouTube advertising
Preschool children are generally assumed to lack the skills to critically respond to
advertising despite being exposed to a high number of advertising messages while …
advertising despite being exposed to a high number of advertising messages while …
Evaluating adolescents' responses to Internet ads: Role of ad skepticism, Internet literacy, and parental mediation
In this article, we first compare adolescents' responses to two formats (easily recognizable
versus not easily recognizable) Internet ads. We find that Internet literacy and ad skepticism …
versus not easily recognizable) Internet ads. We find that Internet literacy and ad skepticism …
Food advertising targeting children in India: analysis and implications
R Mehta, A Bharadwaj - Journal of Retailing and Consumer Services, 2021 - Elsevier
In spite of advertising being severely critiqued for planting erroneous behavioral patterns in
young children, there is limited research on advertising aimed at children in the Indian …
young children, there is limited research on advertising aimed at children in the Indian …