Search Results - subject_exact:"Recognition test"

Effect of consumer brand involvement on brand advocacy : a moderated mediation model

Cheung, Fung Yi Millissa; To, Wai Ming - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015591586

Generational and economic differences in the effectiveness of product placement : a predictive approach using CART analysis

Vrtana, David; Duricova, Lucia - 2026

Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer attitudes and purchasing behaviour through subtle brand exposure in audiovisual media. Despite its growing prevalence, the effectiveness of product placement in shaping purchase...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015625319

Influence of environmental stimuli on impulsive buying behavior in online livestream commerce : the moderating role of livestream viewing frequency and livestream shopping experience

Dinh Huu De; Khoa Bui Thanh - 2026

The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience This study examined the effect of environmental factors like perceived...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015628749

Pharmaceutical advertising in dynamic equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015618002

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Pharmaceutical advertising in dynamic equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Book / Working Paper

Pharmaceutical Advertising in Dynamic Equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Book / Working Paper

Abstract vs. concrete messages : reassessing the impact of construal level on prosocial behavior

Sheehan, Benjamin; Dissanayake, Pramodhya - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015638532

Pharmaceutical advertising in dynamic equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015637921

Show 2 more versions 2

Pharmaceutical Advertising in Dynamic Equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Book / Working Paper

Pharmaceutical advertising in dynamic equilibrium

Dubois, Pierre; Pakes, Ariel - 2026

Book / Working Paper

Power of social media influencers on brand awareness, value, and consumer purchases

Munir, Tanya; Watts, Sean - 2026

This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015639175

Effects of the moderating role of trendiness on brand image, E-WOM, brand attitude and online purchase intention : Rashad Maharramov; Bahman Huseynli; Gözde Kandemir Çomoğlu

Maharramov, Rashad; Huseynli, Bahman; Kandemir … - 2026

Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015644302

A theory of dynamic product awareness and targeted advertising

Cavenaile, Laurent; Çelik, Murat Alp; Perla, Jesse; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015656667

Social media advertising loads as prices

Beknazar-Yuzbashev, George; Jiménez Durán, Rafael; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015647357

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Social media advertising loads as prices

Beknazar-Yuzbashev, George; Jiménez Durán, Rafael; … - 2026

Book / Working Paper

Generative AI-enabled music generation in marketing and consumer response

Iversen, Philipp - 2026

Generative AI is revolutionizing the marketing industry by producing high-quality, cost-effective and time-efficient content. This study investigates the potential of AI-generated music in digital advertising. Two studies, a survey and a real-world A/B test, evaluate the different songs on...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015650957

Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention

Durgha Devi, L.; Arumugam, Thangaraja - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015651511

Dual routes of persuasion in tourism : building marine destination image through the elaboration likelihood model

Prasetyawati, Yuliana Riana; Balqiah, Tengku Ezni; Sri … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015632973

Sponsorship dynamics in low-media-coverage sports : an examination of Norwegian individual athletes and their sponsors

Romanelli, Mark; Kjærstad, Andrea; Moustakas, Louis - 2026

This study investigates why companies sponsor individual athletes in sports with low media coverage and how such athletes secure sponsorship agreements. While sport sponsorship research has predominantly focused on mainstream sports and event-based contexts, limited attention has been given to...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015633943

Can facebook ads prevent Malaria? : two field experiments in India

Donati, Dante; Rao, Nandan; Orozco-Olvera, Victor H.; … - 2026

This study evaluates a nationwide malaria prevention campaign delivered through social media in India using a district-level cluster-randomized controlled trial. We combine two survey samples(N = 8,253) with administrative health records to assess effects on offline malaria-related behaviors and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015666595

The power of the unspoken : how brands implicitly reference specific brands in indirect comparative advertising

Kauz, Janina Rebecca; Gollnhofer, Johanna - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015666155

Decoding generation Z purchase intention : the impact of brand awareness, brand equity, digital media content and emotions

Ademi, Lutfije; Zeqiri, Jusuf; Klopotan, Igor - 2026

This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives: This study aims to analyse the underlying factors to be considered when...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015667918

Investigating the role of influencer marketing in shaping luxury brand perceptions

Akter, Salma; Khan, Raihan Ahamed - 2026

This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015653884

When brand activism meets adversity : consumer reactions to performance- and value-related crises of varying severity

Francioni, Barbara; De Cicco, Roberta; Curina, Ilaria; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665832

The solid past : visual stability of brand logos on consumer attitudes toward nostalgic brands

Xiao, Chunqu; Wang, Chenyu; Zhou, Yayu - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665851

Cultural value adaptation in advertising is effective, but not dependable : a meta-analysis of 25 years of experimental research

Hornikx, Jos; Janssen, Anne; O'Keefe, Daniel J. - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015668870

Picture perfect : engaging customers with visual generative AI

Heitmann, Mark; Jansen, Tijmen P. J.; Reisenbichler, Martin - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670277

In-store advertising with digital signage

Herhausen, Dennis; Jong, David de; Grewal, Dhruv - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670289

"I like, comment and share social media fashion innovators' content" : investigating millennial consumers' engagement with native advertising of Facebook brand pages

Ghosh, Mollika; Islam, Abm Shahidul - 2026

Purpose - This study aims to investigate the effects of fashion innovators or micro-social media fashion influencers' (SMFIs) sponsored content characteristics posted from Facebook brand pages (FBPs) in native advertising (NAD) on millennial consumers' engagement (CE) levels by drawing on the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015675518

Marketing effectiveness in emerging Mekong markets : an fsQCA of influencer-led sustainable branding

Nopsuwan, Ronnaphop - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016061169

Automated comment moderation enhances social media advertising performance

Park, Jiwoon; De Freitas, Julian - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016062016

From story to action : affective pathways to engagement in tourism video advertising

Santos, Sara; Santo, Pedro Espírito; Ferreira, Sónia; … - 2026

Tourism destination marketers increasingly rely on video advertising, yet the psychological mechanisms linking perceived advertising design and destination familiarity to engagement remain underspecified in tourism contexts. Drawing on narrative transportation and advertising stimulation...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016072320

Convergence and divergence in digital game-based advertising : a systematic review of advergames and ingame advertising

Zagni, Luca Matteo; Baima, Gabriele; Do Binh; Nguyen, … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016062525

Consumer neuro-emotional and cognitive reactions to digital game advertisements

Kiliçer, Mesut; Akbiyik, Ferdi; Kraujalienė, Lidija; … - 2026

The primary aim of this study is to examine consumers' neuro-emotional and cognitive responses to digital game advertisements using EEG. Within this framework, 18 visual stimuli, totaling 150 seconds, were selected from five publicly accessible online advertisements for PUBG, one of the leading...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016088749

Rational and normative advertising in ecological purchasing : a quasi-experimental analysis of persuasion on consumption and attitudes

Marroquín-Ciendúa, Fernando; Medina-Labrador, Manuel; … - 2026

Environmental degradation has spurred growing interest in research on ecological consumption. In this context, ecological advertising plays a key role in shaping strategies that promote sustainable consumption, given its influence on human behavior. This study explored the persuasive effects of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016084291

The impact of trademark protection on online keyword advertising in the UAE

Rababa, Mohammad; Nomani, Sumaiya Firzo - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016085658

Televised election campaigns and affective polarization in the United States

Liu, Kelly J. - 2026

Affective polarization - marked by strong sympathy for one’s own political party and heightened dislike or distrust toward the opposing party - has emerged as a critical concern in the United States. This study examines the relationship between political advertising on television and such...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016098315

When is Kiki round? : when gender cues disrupt brand name sound symbolism

Pogacar, Ruth; Wyer, Robert S.; Huh, Jinhee; Shrum, L. J.; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016093871

Cognitive trust and affective impulsiveness : a dual-pathway model of green logistics adoption in Vietnam

Nguyen, Xuan Thinh; Nguyen, My Hong Thi - 2026

This study investigates the dual-pathway effects of external marketing stimuli (green advertising, green brand image) and multidimensional green consumption values on consumer purchase intention and willingness to pay a premium for green logistics services in Vietnam.Drawing on the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016098163

Understanding impulse buying through consumers' perceptions of AI-driven personalized advertising : an integrated S-O-R and ELM perspective

Alam, Sunjida; Babu, Md Asaduzzaman; Islam, Md. Faridul - 2026

The rapid growth of artificial intelligence (AI) has transformed digital marketing, enabling companies to deliver highly personalized ads tailored on consumer preferences. This study examines how peripheral and central cues influence consumers' perceptions of AI-driven personalized ads, using...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016098527