Purpose – This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India. Design/methodology/approach – Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively...

In a dynamic, information and technology‐driven society, librarians can create new roles by assessing changes in their environment, the potential effect and ways to reposition themselves. Scenario building, literature reviews, situation analysis, speculation and forecasting may be used....

This paper argues that knowledge mapping may provide a fruitful avenue for intellectual capital management in academic environments such as university departments. However, while some research has been conducted on knowledge mapping and intellectual capital management in the public sector, the...

In this article, brand evaluations based on mere exposure to a brand name are compared to evaluations built on varying levels of cognitively processed brand information in a setting where all subjects have low involvement. Results indicate that a small but meaningfully sized group of subjects...

The main purpose of this article is to get a better understanding of the child’s cents‐off sensitivity and his brand sensitivity in influence situations. This study, carried out on 702 parents and 702 children, underlines the important influence of the child’s product involvement on his...