Although some research has examined the effects of animation in interactive advertisements,
no research has investigated consumer responses to animated effects or cartoon …

Little is known about the attitudes that consumers have toward social network advertising.
To explore this phenomenon, the authors developed a theoretical framework to explain the …

This study examines two important variables for advertisers, ethnicity and product involvement.
We investigate the effectiveness of Hispanic-targeted advertising by exploring the impact …

Although the efficacy of ads with ethnically resonant cues is well known, further examination
of viewers' responses to print ads, based on the apparent ethnicity of models used in the ads…

… Torres (Department of Marketing, College of Business, New Mexico State University, Las
Cruces, New Mexico, USA) … and Dahlen, M. (2011), “Following the fashionable friend: the …

Although some research into warning labels in advertisements has been conducted, little
examines the impact of the placement of labels in print ads, including consumer responses to …

The purpose of this study is to explore the effect of consumer self-concept clarity and
materialism on consumers’ self-brand connection and communal-brand connection as well as …

Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three
consumer-brand relationships (ie brand love, brand attachment and attitude toward the brand) …

Purpose Universities are increasingly encountering high levels of national and international
competition. In order for universities to continue with their business success and expansion, …

Purpose The purpose of this study is to examine the effect of country affinity, ethnocentrism
and product quality judgment on self-brand connection regarding both domestic and foreign …