Purpose – The purpose of this paper is to examine and compare the validity of different
operationalizations of cultural and institutional distance. Design/methodology/approach – First, a …

Using a combination of exploratory and traditional approaches, we replicate and extend
previous research on creativity and memory effects. The first study examines creativity's effect on …

Business-to-business advertising research has long been grounded in rationality with a
focus on factual, functional, benefit-laden messages. However, in consumer advertising, …

Product placement is increasing in importance as a non-traditional method to reach consumers.
A review of previous research on this topic indicates three research gaps: the need for …

This study investigates whether creativity is sufficient by itself to attract attention to the ad
space or whether the ad must also be conspicuous. Attention to the ad is an important driver of …

The growth and success of outdoor advertising is in large part due to the medium's ability to
reach an increasingly elusive and mobile consumer. However, this success has come with a …

Countries compete intensely for foreign direct investment (FDI) and perform a wide range of
activities to attract it. Research on FDI promotion often overlooks the effects of advertising. …

Transit advertising is a growing category of out-of-home advertising and an area that has
received little academic attention. A field study was conducted in New York City's LaGuardia …

The current authors' research addressed the importance of a billboard's location and visual
saliency in capturing consumer attention. Visual saliency refers to an advertisement's ability …

Purpose The purpose of this research is to understand how brand-building is used to lend
credibility to investor information and to differentiate countries competing for foreign investment…