1 - 6 of 6 articles
Abstract The ability of three advertising cues—third-party product endorsement, brand popularity, and event sponsorship—to affect consumer perceptions with regard to product quality, uniqueness, manufacturer esteem, and corporate citizenship is the focus of this study. A factorial experimental...
Abstract Using the theory of consumer socialization, the authors explore factors that might shape attitudes toward advertising for African-American and Caucasian young adults. Though the African-American market is growing in importance to advertisers, little if any research has explored...
Abstract The purpose of this article is to extend latitudinally the stream of research regarding racial minorities in industrial advertising and to provide a benchmark for future longitudinal studies. It utilizes content analysis to examine business-to-business direct mail advertising depiction...
Abstract Attitudes and opinions about online advertising practices and consumer privacy concerns have been studied in both the academic and popular press. However, online consumers' response to privacy concerns have not been studied. This study examines this relationship using a national sample...
Abstract Advertising agency compensation may change dramatically in coming years as advertisers put pressure on agencies to reduce commissions and tie compensation to performance resulting from advertising campaigns. Drawing on agency theory from the economics discipline, the authors develop and...
Abstract Advertising practitioners have long been the target of charges of unethical conduct stemming from their supposed use of subliminal techniques, though very few studies have shown any value of subliminal embeds in an advertising setting. One way advertising professionals can contend with...
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