This chapter offers a comprehensive survey of the economic analysis of advertising. A first
objective is to organize the literature in a manner that clarifies what is known. A second …

This research examines the impact of the misbehavior acts on social media (ie, online other
customer misbehavior) on the online brand community engagement of consumers …

The celebrity credibility scale developed by Singh and Banerjee [Singh, RP, & Banerjee,
N.(2018). A study on exploring the factors influencing celebrity endorsement credibility …

Although corporate social responsibility (CSR) appears to be mutually beneficial for
companies and consumers, the modern marketplace has left both parties in vulnerable …

Reports of firms' behaviors with regard to corporate social responsibility (CSR) are often
contrary to their stated standards of social responsibility. This research examines the effects …

This research theorizes and empirically examines whether and how educating customers—
a brand's efforts to enhance customers' product-related knowledge—affects customer word …

How exciting it is to publish the tenth volume of the Marketing Scales Handbook series! I did
not imagine when I began working on the first volume that I would still be immersed in the …

This study examines the importance of social perception of corporate social responsibility
(CSR) and irresponsibility (CSI). Drawing from social psychology literature on stereotypes …

The author proposes that consumers infer brand quality from the level of advertising
repetition for unfamiliar brands. Consumers are posited to associate high product quality …

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 …