The present study examines how different degrees of celebrity–product incongruence influence
the persuasiveness of celebrity endorsement. Schema-congruity framework provides the …

This study explores the effects of different levels of forced exposure to banner ads on
advertising responses such as advertising perception, clicking of banner ads, banner attitude, …

The primary question motivating this study is how message characteristics influence the
persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. …

This research reports how banner ads are responded to in Web sites that emphasize either
emotion or cognition. It also looks at the moderating effects of individuals’ own levels of need …

The use of online video games as an advertising channel has become an integrated part of
branding for many marketers in an increasingly fractured media environment. The primary …

A key research issue to this study is to explore how marketers who have already presented
on the web perceive the world wide web as a marketing communications tool. The research …

This study uses event study analysis to examine the impact of Super Bowl commercials on
the stock prices of sponsoring firms by product type and the frequency of ad executions. By …

The present study attempts to provide further insight into the match-up phenomenon of celebrity
endorsement by envisioning the concept of perceived fit on a continuum rather than two …

The present study delves into how rape reports are framed in popular Korean newspapers
over time. Specifically, the primary purpose of this study was to examine how rape myths and …

A key research issue to this study is to pursue a quantitative integration and review of the
construct of ‘interactivity,’which has been conceived as the most crucial concept in digital and …