Empirical studies investigating the antecedents of positive word of mouth (WOM) typically
focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous …

Industry practitioners and social scientists throughout the world have long sought to determine
the effectiveness of advertising in this multi-billion dollar industry. For close to a century, …

Just what constitutes advertising effectiveness is often a topic of heated debate.“Bottom-liners”
contend that advertising is effective only when it sells. Communication advocates, …

… Thomas E. Barry feels that rather than discard the hierarchy of effects model, we should
develop rigorous, collaborative efforts to validate its continued value to guide us in …

Studies conducted since the 1970s on the effectiveness of comparative advertising are
evaluated. Comparative advertising involves comparing a sponsored brand and a competitive …

This study tests the universality of the Western-based concept known as cognitive age within
Japan. It assesses both the internal and external validity of cognitive age among Japanese …

The research productivity of a discipline should be reviewed and reported upon periodically.
Especially important in such a “disciplinary review” is an assessment of institutional …

When ascertaining what sales management tools and practices to use, one approach would
be for sales managers to compare the tools and practices they are presently using (or …

We extend the concept of cognitive age and assess the internal validity of a direct, multiple‐item
approach to its measurement. A multitrait–multimethod matrix consisting of the …

We report the results of two experiments that examine the role of thematic congruence between
a mood-inducing event and an advertised product in determining the effects of mood on …