Across cultures, do systematic differences in advertising content mirror predictable differences
in the cultures themselves? The authors designed a study to shed light on that question, …

In an empirical study, the authors investigated the effects of different advertising appeals
used in the United States and China. The study focused on the match between values …

This paper addresses the issue of post-purchase processes of consumers who complain
about purchase experiences. Hypotheses about complaining consumers' satisfaction or …

'Word of mouth'opinions about products still matter, but so do'word of mouse'opinions. Such
opinions disseminated via chat rooms, newsgroups, and electronic consumer forums do …

… Communications regardine this paper should be sent to Profe880r Betay D. Gelb, Marketing
… Gelb is UIOciate profellor of Marketing at the Univel'lity of Houston and received her Ph.…

Unlike companies or products, individuals possess intrinsic personal branding as a result of
personality qualities, past experience and development, and communication with others—…

Focuses on population characteristics that appear to make one nation more or less innovative
for technical consumer products. Finds three predictors ‐ individualism, uncertainty …

This study tested a model relating humor perceived after repeated exposures to a commercial
message to measures of advertising effectiveness. These effectiveness variables are …

Sex appeals in advertising now include eye-catching male models (Kuriansky 1995; Miller
1993) as well as cheesecake—sexy female models. Over the last 25 years, researchers …

Even in difficult economic times, many consumers consider the social implications of the
goods they select and therefore take into account whether those goods carry a luxury brand …