The primary purpose of the economic higher education in providing the graduates with marketing competences is to train them for employment. In light of the said objective, two important aspects must be taken into account by educators. First, the gap between theory and practice must be...

In the paste decades, marketing researchers tried to understand and determine the impact of advertising on consumers’ attitude toward products or brands. The starting point into the analysis was that the favorable or unfavorable evaluation of advertisement is transferred or associated with the...