Purpose – This paper aims to investigate how marketing leakage to undesired audiences, a common phenomenon in today's globally connected world of consumers, impacts on the target audience, and how marketers can mitigate the negative effects of leaked marketing. Design/methodology/approach –...

Reports on an experimental study where the effects of ad‐brand incongruency on a familiar brand and an unfamiliar brand, respectively, are measured. Building on theory on information incongruency, tests the notion that ads that are incongruent with the brand image may be more effective in...

Purpose – The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense. Design/methodology/approach – The approach takes the form of an experimental study of six (real) campaigns,...