Purpose – The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos. Design/methodology/approach – When consumers encounter a brand logo without actually experiencing the company's offerings,...

Purpose – The purpose of this paper is threefold. First, it aims to review East‐West writing system (cross‐script) differences and summarize previous work examining the cross‐script effect on consumer responses. Second, it aims to describe the implications for international marketing and...

Purpose – Previous work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims to investigate the effect of arousal on short‐term brand memory in the context of advergaming,...