Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children’s responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame, and their...

This paper aims to explore the profession of mobility manager and to find out whether they achieve (or not) change in the commuting behaviours of employees. We firstly use data of a Belgian mobility survey that contains information about 4969 workplaces. Then, we use data of a face-to-face...

Purpose – The purpose of this paper is to examine the impact of recalling visual and child-oriented product packaging elements vs informational content on children’s influence on household purchases. Design/methodology/approach – The study was conducted using quantitative research among...

Purpose – The purpose of this paper is to represent the first empirical investigation of co-branding strategies whose target is children. It analyses such strategies’ potential in the context of brand extension for non-familiar brands combined with familiar ones and provides managerial...

1. Getting started with SAS enterprise guide -- 2. Descriptive analysis -- 3. Exploratory factor analysis -- 4. Cluster analysis -- 5. Hypothesis testing -- 6. Correlations -- 7. Regression analysis -- 8. Discriminant analysis.

Purpose This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its consequences, both from a marketing and a consumer welfare perspective. It also tries to reconcile these...

1. Getting started with IBM SPSS statistics -- 2. Descriptive analysis -- 3. Exploratory factor analysis -- 4. Cluster analysis -- 5. Hypthesis testing -- 6. Correlations -- 7. Regression analysis -- 8. Moderation and mediation analysis.