Purpose: Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand. Research in this field has not studied...

Purpose The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal safety (AS). The study aims to demonstrate that different humor types...

Purpose – This study aims to explore the effect of mass media exposure on women contraceptive adoption. The intent was to show how factors affected contraceptive use, such as education, standards of living, etc., behave differently across the poverty line. Design/methodology/approach –...