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67.535  Articles
1 of 6.755 pages  |  10  records  |  more records»
Beauty soap producers in Indonesia have been observed to use advertising to aggressively communicate and promote their product brands to consumers at large. With sales soaring for various brands like Lux, GIV, Dove and Citra, dependency on this advertisin... see more

Utilizing endorsers in the advertising industry to promote products is currently on the rise, and employing celebrities as the endorsers is still the marketers’ favorite method. This study aims to analyze the influence of the number of endorsers and the p... see more

The aim of this study is to empirically examine source credibility, value of money, perceived quality, and attitude toward brand in predicting purchase intention of local beauty products. Data was collected by distributing online questionnaires. The total... see more

The purposes of this study are to determine the credibility of Korean celebrities as brand ambassadors (attractiveness, trustworthiness, expertise, match-up), the effect of perceived value and EWOM on purchase intention, as well as the influence of attitu... see more

Abstract. The purpose of this research is to examine the extent to which game-selfcongruity, brand-self congruity and brand-game congruity simultaneously affect gameplayer?s attitude towards the advertised brand in advergame. This research extends theexta... see more

This study aimed to examine the role of brand attitude in mediating the relationship between advertising appeal and brand emotion on purchase intention in the fast-food industry of Hyderabad, Pakistan. Primary data was gathered from customers and adopted ... see more

The objectives of this study are to: 1) examine the effect of brand image on purchase intention, 2) examine the effect of brand trust on purchase intention, 3) examine the effect of economic benefits on purchase intention, 4) examine the effect of brand a... see more

ABSTRACTThe purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns ... see more

Introduction/Main Objectives: Even thought there is a risk from using humor as an advertising campaign strategy in industries which rely on trust and their technological prowess, like the telecommunications sector, the fact that there are a great number o... see more

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