Employing the conceptual framework of play themes, this study examined and reported the
product categories that presented branded entertainment the most, the different types and …

As more and more consumers become part of the net population, retailers and
manufacturers as well as dot‐com storefronts are touting consumers by providing an ever‐increasing …

Using celebrities to promote products is a popular advertising technique around the world.
However, little is known about how the implementation of celebrity endorsement varies …

This study investigates (1) how immigrant consumers change their media consumption
when they move across cultural boundaries and (2) whether media exposure relates to …

The study reported in this paper investigated how, as antecedents, personal factors influence
consumers’ perception of a web site’s interactivity in the context of making a purchase …

This study examines the effects of country-of-origin (COO) cues on product evaluation and
purchase intention by considering the role of product knowledge. This research also …

This article reports two studies on how negative country images can be removed by investigating
the effects of decomposing country image into component and assembly origins, as …

This study employed content analysis to examine animation and animated spokes-characters
in television advertising. The majority of spokes-characters observed in this study were …

The present study examines the extent to which American consumers’ political attitudes
translate into their economic preferences in the post-September 11 climate. Specifically, …

As the teen market segment expands and spending power increases, advertisers are cognizant
of the importance in understanding traditional and emerging media trends in reaching …