Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

This research aims to examine the impact of celebrity credibility on consumer‐based equity
of the endorsed brand. The mediating role of brand credibility and the moderating role of the …

This literature review presents a quantitative synthesis of 57 studies on product placement
and shows which factors are most effective. It shows that placement characteristics, such as …

Despite a growing focus on content marketing as a modern marketing tool, research on it is
sparse. Missing completely is a comparison of content marketing with other forms of content …

This study examined how sponsorship disclosure on television influences persuasion
knowledge and brand responses (ie, brand memory and brand attitude). Moreover, we …

In an experiment (N= 99), effects of subtle and prominent online advertising formats,
respectively sponsored content and banner ads, on audience reactions toward the …

There is a vital need for an updated evaluation of children's and adolescents' changing
commercial media environment. In this article, we introduce an investigative framework for …

Within the context of virtual human influencers, the current study adds to the growing
literature examining the impact of a social media–based mix of reality and virtuality on …

The integrated and highly involving nature of advergames has led to criticism and concern
among academics and caretakers. It is assumed that children are highly susceptible to …

This study investigates whether the timing of sponsorship disclosure affects viewers'
processing of sponsored content, and whether a disclosure influences the persuasive effect …