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Purpose: The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness. Design/methodology/approach: The conceptual framework was borrowed from self-congruity...
Persistent link: https://www.econbiz.de/10012639925
Purpose: This paper aims to identify two boundary conditions (consumption motive and claim set-size) affecting the effectiveness of an advertisement’s creativity. Design/methodology/approach: Across two experiments, the authors find support for hypotheses using both hedonic vs utilitarian...
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Purpose: This paper aims to examine the role of social norms of justice and relationalism in salesperson–sales manager relationships, and their role in developing salesforce commitment and turnover. Design/methodology/approach: This study uses structural equation modeling to analyze survey...
Persistent link: https://www.econbiz.de/10012073152
PurposeThis paper aims to examine the role of life satisfaction in consumers’ reaction to nostalgic music in an advertisement in terms of attitude toward the brand and purchase intention. It suggests that life satisfaction forms the lens through which individuals interpret and reconstruct past...
Persistent link: https://www.econbiz.de/10012067958
Purpose: Valence and volume of online reviews are generally considered to influence sales positively. However, existing findings regarding the relative influence of these two components have been inconclusive. This paper aims to explain some of these inconsistencies by examining the moderating...
Persistent link: https://www.econbiz.de/10012275471