Attitude toward the brand (A b ) and purchase intentions (PI) are two pivotal and popular
constructs that have been routinely used by advertising scholars and practitioners. Despite their …

Charitable organizations play a vital role in our society, as is evidenced by their enormous
economic and social impact. Yet, for many of them, soliciting adequate resources to carry out …

Other things being equal, a theory with fewer constructs is preferable over others. In exploratory
factor analysis, a common method used in theory development, the most popular factor …

This research empirically examined how the feelings elicited by television programs and the
liking of television programs affected viewers' evaluations of commercials. Subjects' feelings …

Can a home page qualify as an ad? We approach this question from three angles: conceptual,
physical, and functional. We consider whether a home page meets the conceptual …

Many advertisers have argued that 15-second television commercials (:15s) should be used
only to reinforce effects created by longer commercials. However, this recommendation is …

The authors report the second in a series of experiments on recognition as a dependent
variable in the study of learning and forgetting of television commercials. They investigate the …

Recognition has not received extensive acceptance by practitioners as a response variable
for learning of television commercials. The authors review some of the distinctions between …

Employees’ positive affective displays have been widely used as a strategic tool to enhance
service experience and strengthen customer relationships. Companies have primarily …

This paper contends that television programs generate physiological arousal and that
programming induced arousal can be used as a mediating variable to explain the impact of …