Purpose – The purpose of this paper is to contribute to research on the cognitive capacity theory. The paper aims to examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked by the advertising stimulus, on brand attitude for...

Recent research has reported that visual artwork used in advertisements or on product packaging affects perceptions of luxury and contributes positively to attitudes toward products. Thus, the use of visual artwork has been recommended to promote products. We investigated the effect of artwork...

Many studies have identified measures that are able to enhance partners’ trust in business-to-business relationships. However, it is not known which measures are more effective than others or under which conditions certain measures might be helpful or not. In the present study the effects of...

Many companies show an exogenously or endogenous growth due to mergers and acquisitions or due to increase in sales. Furthermore many companies expand their markets to other countries. Thus the question arises whether consumers interpret information about a company’s growth and increasing...