The current study documents the prevalence of product placement in prime-time television,
while also providing crucial criteria to consider in tackling the measurement issue of this …

A study was undertaken to examine the effectiveness of celebrity endorsements in Korean
advertising. Beyond traditional measures of attitude toward the ad, the brand and intent to …

This study explores attitudes toward cause-related marketing campaigns in two nations at
different levels of development: India and the United States. The research assesses novelty as …

… Carrie La Ferle Carrie La Ferle is an assistant professor in the department of advertising at
… La Ferle’s research interests include issues related to cross–cultural communication, cross …

As the inclusion of foreign languages in advertisements is a growing global trend, this research
examines how language choice may influence important advertising outcome measures …

The study examines the effectiveness of celebrity endorsements by examining how a
respondent's gender impacts identification with a celebrity spokesperson and the processing of …

This research investigates the role of physical location in online consumer purchases, as
demonstrated through the concept of distance. Distance conveys a sense of not only space …

Purpose – The purpose of this paper is to examine the influence of marketing communication
factors (specifically advertising viewing and responses to marketing promotions) as well as …

The current study examines some of the cultural influences for Asian Americans on perceived
model credibility. Specifically, the effects of racial congruency and ethnic identification are …

With the size of ethnic minority groups expanding and their disposable income increasing,
the consumption landscape and media environment are constantly evolving. It is important for …