Purpose – Aims to examine the proposition that consumer sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This proposition is considered at the ethnic‐group level (i.e. do differences in cultural values at this level have an...

Purpose – The goal of this paper is to examine how broadcaster brand images are affected by programming decisions. Design/methodology/approach – Two sets of experiments were undertaken with regular viewers/listeners of TV and radio stations. Subjects were presented with scenarios describing...