Product placements have become popular across media, including computer and video
games, as a way to increase brand awareness. This paper explores effectiveness of placing …

Using netnography and questionnaires, we examine how commercial practices are
interpreted by electronic game-players. An analysis of 805 postings on Slashdot (2002-2004) …

Product placements in entertainment media are increasing, particularly in content targeted
to adolescents. This marketing communication tactic is examined in the context of media …

Children nowadays spend many hours online watching YouTube videos in which their
favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just …

Individualism/Collectivism is the most widely used cultural dimension in the marketing
literature; yet researchers suggest that distinctions within cultures, such as the horizontal and …

Despite the growth of embedded brands in entertainment media, few theory-based studies
have assessed consumer processing of brand placements in games. This study contrasted …

This research investigates gendered responses to self-oriented (help-self) and altruistic (help-others)
charitable ad appeals. Results from two studies conducted with US …

The horizontal and vertical distinction within individualism and collectivism was used as a
theoretical framework to predict differences in achievement values across two national cultures…

This paper identifies the construct of cross-cultural ambivalence and examines how it influences
brides-to-be while they plan cross-cultural weddings. Through ethnographic analysis of …

This study examined the roles of cultural (Hofstede’s Masculinity value dimension—ie,
Gender of Nations), country-level (Gender-related Development Index), and execution-level (…