Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a...

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a...

Purpose Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions...