This paper investigates the effect of national identity salience on responses to ads in two contexts: national identity activated through media context, and national identity activated through advertising appeals. The results remain consistent with the idea that heightening national identity...

The globalization of educational services and the increasing competition coming from the private sector have forced higher education institutions to market their programs more aggressively and to look at student loyalty as the key for future success. Student loyalty to higher education...

A recent conceptualization of the structure of attitudes proposes that people may hold associations that contribute to their personal attitudes about an object (personal associations) but also highly salient associations that do not contribute to their attitudes toward the object (extrapersonal...

This paper describes a model of acculturation for classifying minority consumers into distinct categories depending on their attitudes and behaviors toward their minority culture and toward the majority culture. These categories are assimilation, segregation, and integration. The model differs...