Aktuelle Forschungsstudien betrachten im Kontext von Suffizienz und Marketing aktuell vor allem den Einsatz in Unternehmen selbst und weniger die Wirkung von Marketingmaßnahmen auf die Konsumenten. So gibt es etwa erste Studien dazu warum und wie kommerzielles Marketing suffizienzfördernden...

How much sponsored products’ information do e-commerce platforms disclose? This study explores the platform’s information design problem of maximizing sponsored advertising revenue, wherein a consumer sequentially searches for products’ information with a deliberate order. In a general...

The purpose of this study was to examine the effect of advertisement on consumer brand preference of sachet water in the La Nkwantanang Municipality. This study used quantitative research technique with a sample size of 399 respondents. A closed ended type of questionnaire was used and also a...

In adopting a multi-modal lens to carry out the current research, the researchers identify the ethical advertising misjudgments of four major fast food companies in Pakistan. The research utilizes the five principles of TARES framework; by conducting Multi-modal discourse analysis, in order to...

Considering the ever-increasing trend of utilizing nudity content in marketing, this study investigates whether consumers’ nudity attitudes modify their attitudes toward advertising in general (AAG) and also tests the mediation of offensiveness in this path. In addition, the study also tests...

The retail industry is one of the top spenders in advertising, and retailers are keen to design an effective ad campaign targeting a relevant audience. We study how the effects of retail advertising on store traffic depend on customer location, ad content, and behavioral attributes using...

The present study has as its scope the analysis of budgetary devices that are embodied as budget planning tools, namely, the Pluriannual Plan, the Budget Guidelines Law and the Annual Budget Law. The present research seeks to understand the characteristics of federal budget laws, contained in...

Transaction costs that occur when refunding diminish the value of the call option, and their effect should be factored in at the time of issuance. One way of avoiding such costs is to issue ratchet bonds essentially one-way floaters that automatically reset lower when rates decline, thus...

We study the impact of ad agencies on the online advertising market. To increase the payoffs of their clients, in a process known as “bid rotation,” agencies act as bidding rings where they strategically hold out some ad candidates from publishers’ auctions to soften competition. We show...

The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity endorsement strategy on these relationships. Exploratory and...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...

This research aims to critically evaluate and examine the relationships between social media advertising value (SMAV), consumer personal factor towards social media advertisements (PF), technology acceptance (TAM), theory of behaviours (TPB), and online purchase intention (OPI) in Bangkok,...