This study examines whether sexual appeals, specifically nudity (body coverage) and model gender, shape consumer responses to advertising. Guided by the Elaboration Likelihood Model, we test whether these factors operate as peripheral cues when argument strength is minimal (fragrance...

The changes that are taking place in consumers' media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media,...

This study aims to explore the impact of virtual reality, 360-degree video, static image advertisements on customer trust and their tendency to approach shared accommodations. A total of 306 questionnaires were collected through a within-subject field experiment and analysed using Smart PLS, to...

The changes that are taking place in consumers' media consumption in and outside the home pose a challenge as to how to accurately assess the impact of cross-media advertising campaigns. An innovative measurement solution based on audio-matching technology, and taking a cross-media,...

Advertising bans typically target products that deceive consumers in ways that can threaten their physical and mental health. An alternative policy objective might seek environmental protection through a ban on print advertising. Such measures would profoundly affect grocery retailers relying on...

Advertising bans typically target products that deceive consumers in ways that can threaten their physical and mental health. An alternative policy objective might seek environmental protection through a ban on print advertising. Such measures would profoundly affect grocery retailers relying on...