This study synthesizes research on evolutionary psychology, emotional appeals, and viral
advertising in order to develop a novel perspective on how sustainable luxury brands can be …

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding
the determinants of SMI advertising effectiveness is undeveloped. The present research …

The present research studies when and how consumers might react differently to a charity
showing a positive change from a negative past reputation (a ‘bad-to-good’ reputation), as …

Underpinned by art infusion theory, this present research examines the effect of art infusion
on brand attitudes under different brand conditions (ie pro-environmental luxury brands and …

Prior research has suggested that positive emotions typically leverage the spreading of
electronic word-of-mouth (EWOM). However, different, discrete positive emotions cannot be …

Gender is many things to many people. It is at once uniting and divisive. Gender in advertising
presents a range of opportunities for marketers but is linked inextricably to concepts of …

Food waste is a major burden on the planet due its effect on increased greenhouse gas
emissions (from landfill and lost production) and issues associated with food security. To reduce …

A brand logo has significant influences on consumer evaluations of a brand. However, little
research has examined the effectiveness of brand logo design. The present research thus …

Prior research has mostly examined the antecedents and impacts of purchasing counterfeits.
However, there is little understanding of how marketers can mitigate this potential issue. …

This article proposes that construal level moderates consumer evaluation of different appeals
(emotional vs. cognitive appeals) in advertisements. Low-level construal is associated with …