1 - 7 of 7 articles
Abstract Although metaphors are used by advertising creators to convey brand meaning and enhance brand information processing, little is understood with regard to consumers' comprehension of intended meaning. This research contributes to this body of knowledge by examining the effect of metaphor...
Abstract The sleeper effect phenomenon is examined to explain how the impact of negative political advertising persists —and even increases —over time. Using a true experimental design with attack and defensive message treatments, adult subjects were asked to report their vote and its certainty...
Abstract The purpose of this research is to identify the circumstances, if any, in which affective conditioning (AC) and mere exposure (ME) based advertising strategies can directly influence brand choice. In an experimental setting, affective conditioning and mere exposure procedures were...
Abstract Past sponsorship research has primarily focused on awareness building strategies, and has virtually ignored brand image issues. As a result, little guidance is available for firms that seek to use sponsorship opportunities to aid in brand positioning. This study reports the results of...
Abstract This study develops a cross-cultural content analysis framework to examine underlying cultural dimensions: individualism/collectivism, time orientation, relationship with nature, and contextuality. Most cross-cultural content analyses have inferred that differences in execution have...
Abstract Since the typical account longevity is short, agencies should anticipate their likelihood of loss, seek to forestall and invest in their client relationships. A model is proposed for examining account lifetimes, which can offer guidance on the likely retention of future accounts. The...
Read and print from thousands of top scholarly journals.
Continue with Facebook
Log in with Microsoft
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Sign Up Log In
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.