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Brands have been increasingly speaking up on sociopolitical issues (so-called brand activism advertising) to showcase their nonneutrality and drive meaningful societal changes. Yet little is known about how brands can strategize brand activism advertising to effectively engage consumers and benefit companies. Drawing upon the frameworks of transcendent media experiences, color, and message framing theory, this research examines the interplay between a visual element (i.e., image color: black-and-white [BW] versus color) and a verbal element (i.e., message framing: promotion framed versus prevention framed) in the effectiveness of brand activism advertising. Across two experiments, we found that brand activism ads that use BW (versus color) images, when paired with promotion-framed (versus prevention-framed) messages, led to more favorable attitudes toward the ads and elicited higher purchase intentions. We argue that brand activism ads trigger consumers' transcendent experiences to a varying degree and identify consumers' perceived inspiration upon viewing the ads as an underlying psychological mechanism. These findings advance current literature by examining brand activism advertising from the perspective of transcendent experiences and explicating the key factors and mechanism that affect consumer experiences and advertising effectiveness. [ABSTRACT FROM AUTHOR]

Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the direct effects of creative media advertising, several moderators, and the possible underlying mechanisms. The results show that exposure to creative (versus traditional) media advertising has an overall positive effect on brand association strength and persuasion (i.e., ad attitude, brand attitude, purchase intentions, and electronic word of mouth [eWOM]). Both these effects are moderated by metaphor use, meaning that the effects are stronger when the physical object is a good metaphor for the message it carries. Furthermore, indirect (e.g., social media, printed picture) exposure to the message positively moderates the effect of creative media advertising on brand association strength but not on persuasion. Brand familiarity does not play a moderating role. Finally, a meta-analytic structural equation modeling (SEM) procedure was used to show that the main underlying mechanism of creative media advertising persuasiveness is surprise—and not perceived persuasive intent. For practitioners, this study shows that creative media ads are more effective when leveraging surprise and metaphors. [ABSTRACT FROM AUTHOR]

The research aims to identify the key characteristics of Generation Z as a target audience for advertising campaigns. To achieve this, a virtual community was established to examine the extent of acceptance and rejection of various advertising aspects, ranging from content creation to how Generation Z is portrayed. The methodology used is qualitative and involves participant observation within the framework of digital ethnography. The findings provide an accurate description of the concerns of a generation that is establishing new ways of relating to technology and content creation. [ABSTRACT FROM AUTHOR]

The aim of this research is to determine how football stars influence the attention paid to online poker advertising and whether a corresponding nationality might influence the perception of audiences between 18 and 24 years of age, which is the adult age group most vulnerable to this type of game. Using an eye tracking technique, a sample of 60 Portuguese young people who are amateur online poker players has been studied. The results suggest that affinity with a sports star increases the level of attention paid to the image of the star. Otherwise, the poker hand registers the greatest amount of attention. Sports stars who are currently playing attract more attention than those who are retired, and smiles make it possible to attract even more attention from the audience. These stars facilitate advertising brands in associating online gaming with a form of leisure. [ABSTRACT FROM AUTHOR]

Issue Addressed: The pervasive promotion of energy‐dense, nutrient‐poor food and drinks undermines efforts by adolescents and their parent/carers to maintain a nutritious diet during a crucial developmental period. This study examined the association between awareness of food and drink advertisements and adolescents' dietary behaviours and intake. Methods: A sample of Australian secondary students aged 12–17 years (N = 8763) self‐reported their awareness of food and drink advertisements across seven settings, whether they had tried a new product or asked a parent/carer to purchase a product they had seen advertised, and their consumption of various unhealthy food and drink types. Analyses used multilevel mixed‐effects generalised linear models adjusted for school‐level clustering, socio‐demographic factors and television viewing. Results: Students with higher advertising awareness were more likely to have tried a new product they had seen advertised (adjusted prevalence ratio [APR] = 1.62, 95% CI = 1.51–1.73, p <.001) and asked their parent/carer to buy an advertised product (APR = 1.62, 95% CI = 1.51–1.73, p <.001) at least once in the past month. As advertising awareness increased, so too did students' likelihood of reporting these dietary behaviours. A high unhealthy food intake was more commonly reported among students with higher advertising awareness (APR = 1.45, 95% CI = 1.32–1.58, p <.001), as was a high unhealthy drink intake (APR = 1.29, 95% CI = 1.18–1.42, p <.001). Conclusions: Australian adolescents are vulnerable to the persuasive effects of food and drink marketing. So What?: Greater restrictions on the way the food and drink industry can market their products to adolescents are needed to better support them in developing and maintaining positive dietary behaviours. [ABSTRACT FROM AUTHOR]

Consumer‐brand relationships are important predictors of consumption, but the psychology surrounding the different roles brands occupy within these relationships is not fully understood. Three experiments and one field study investigate how preferences for two of these brand roles, partner and servant, depend on consumers' implicit theories of self‐change. Counter to what prior literature might suggest, findings show that consumers who believe that self‐traits are relatively malleable (incremental theorists) and fixed (entity theorists) prefer partner and servant brands, respectively. Results demonstrate that a partner brand signals an equal effort by both the consumer and the brand, whereas a servant brand signals less effort by the consumer and more effort by the brand. The relatively greater consumer effort signals by partner (vs. servant) brands align with the effort beliefs associated with consumers' implicit theories, thereby mediating preferences. Findings are demonstrated across different product categories and samples (Taiwan and US). The focus on dyadic effort signals of brand roles in consumer‐brand relationships, and the resulting interactive effect with implicit theories, provide novel contributions to theory and practice. [ABSTRACT FROM AUTHOR]

Purpose: The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram. Design/methodology/approach: To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022. Findings: The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image. Research limitations/implications: The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports. Originality/value: An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world. [ABSTRACT FROM AUTHOR]

Podcast audiences inthe USA are enjoying unprecedented growth, with nearly 100 million weekly listeners in 2024. Forecasts suggest that podcasting advertisement revenue will surpass US$2bn in 2024, reaching near/y US$2.6bn by 2026.At the some time, however, the business community (ie audio industry experts, including media decision makers at large agencies and brands) continue to have questions regarding the medium's safety and suitability for brands. This Paper provides a multi-modal study that juxtoposes the myths and opportunities in podcast advertising across genres./t reveals that consumers remain open to brands their advertise on podcasts and they find their tit/es to be engaging, informative and entertaining. [ABSTRACT FROM AUTHOR]

The concept of social media marketing (SMM) extends beyond general marketing. SMM has significantly impacted the creation and development of marketing concepts. Drawing on the stimulus (S)–organism (O)–response (R) model, this research aimed to explore benevolence trust, active participation and intention to follow advice (IFA) as three consequences of SMM activities (SMMAs). It also aimed to investigate benevolence trust and active participation as a mediator between SMMAs and IFA with regard to a restaurant brand advertised on Facebook. This study used structural equation modelling and obtained data from 364 followers of a restaurant's Facebook page. The study results showed that SMMAs significantly influenced benevolence trust, active participation and IFA. Furthermore, benevolence trust and active participation significantly influenced IFA. The findings also indicated that benevolence trust mediates the relationship between SMMAs and customer IFA. In addition, active participation with restaurant brands on Facebook acts as a mediator between SMMAs and IFA. [ABSTRACT FROM AUTHOR]

Copyright of Humanitas: International Journal of Social Sciences / Uluslararasi Sosyal Bilimler Dergisi is the property of Humanitas: International Journal of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification. Design/methodology/approach: The study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis. Findings: Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators. Originality/value: The study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand. [ABSTRACT FROM AUTHOR]

Using construal level theory, this research investigates how brand longevity can be framed effectively in advertising. We theorize that brand longevity should be displayed concretely rather than abstractly, because a concrete frame enhances perceived brand adaptability, which in turn positively affects attitudes towards advertising (Aad) and the brand (Ab). Four experiments using textual and visual manipulations of the construal frame provide support for this rationale. Theoretically, our research shows that in the case of brand longevity, concrete rather than abstract frame offers better performances in terms of attitude toward the advertisement and the brand. [ABSTRACT FROM AUTHOR]

Virtual influencers, generated on the computer, are changing the advertising industry. More and more brands utilize virtual instead of human influencers as endorsers for their marketing campaigns for a variety of reasons, e.g., better control of the influencer's behavior, cost savings, or zeitgeist motives (desire to be "up to date"). However, there is currently little research on whether significant advertising goals are achieved using virtual influencers. We analyze, in an initial study, whether consumers find such influencers appealing compared to human influencers and whether they are able to identify that the influencer is not real. Our results show that consumers find it difficult to identify virtual influencers as such and that they still have more positive attitudes toward human endorsers in advertising campaigns. However, virtual endorsers can lead to higher perceived ad novelty. In a second study, we further examine whether the advertised product category functions as a moderator. Results show that perceived congruence between virtual influencers and product is dependent on the product category and leads to higher advertising effectiveness. Our studies lead to the implication that marketers should carefully consider the use of virtual influencers in accordance with the aspired advertising goals and brand values. [ABSTRACT FROM AUTHOR]

This study investigates how different formats of brand placement disclosures influence brand recall and brand attitude in music videos. Four formats of disclosures presenting different visual characteristics (textual and pictorial vs textual only) and auditory features (brand melody vs silent) are tested. The research adopts a multimethod approach combining eye-tracking, electrodermal activity, and self-reports. Results show that disclosures including higher visual information content positively influence the awareness of embedded advertising in music videos and the attention paid to the disclosure. Brand melodies prove to be effective to increase attention to the disclosure only when paired with textual and pictorial disclosures. Further empirical evidence demonstrates the positive indirect effect of disclosures on brand recall and brand attitude. Brand placement disclosures are shown to function as primes that can enhance brand attitudes and recall. Implications for marketing communication managers and policymakers in terms of advertising fees, contractual requirements, disclosures' design, and policy recommendations are discussed. [ABSTRACT FROM AUTHOR]

This study offers a comprehensive analysis of the current status and major challenges of the Malus doumeri industry in Guangxi and proposes suggestions for future development. A field investigation was conducted in five major M. doumeri producing regions of Guangxi, focusing on planting and processing-related cooperatives, enterprises, and local agricultural and rural bureaus. The survey indicators include the planting area, harvesting area, production volume, sales price, sales methods, product processing, and brand development of M. doumeri. The investigation and analysis concluded that M. doumeri. production in Guangxi is primarily intended for local consumption and the export of fresh products. The processing industry mainly focuses on primary processing and produces a variety of products, including hawthorn slices, vinegar, wine, pickles, cakes, flour, and hawthorn preserves. The M. doumeri industry in Guangxi is currently facing numerous difficulties and challenges. These include the lack of high-quality varieties, significant yield inconsistencies, inadequate investment in scientific research, the prevalence of severe diseases and pests such as skin-bursting disease, limited research and development by processing and leading enterprises, weak brand awareness, and insufficient promotional efforts. The comprehensive analysis of the aforementioned indicators proposed targeted suggestions for the development of M. doumeri industry. These suggestions include strengthening policy support and improving the construction of demonstration bases; establishing professional, scientific research teams and enhancing scientific and technological cooperation with colleges and universities; actively developing the hawthorn processing industry and extending the industry's processing chain; enhancing brand development and advertising; and promoting the regional characteristics of the brand. These measures aim to provide direction for the sustainable development of the M. doumeri industry in Guangxi. [ABSTRACT FROM AUTHOR]

Franchise systems invest great resources into building and advertising their brands, so as to cultivate a favorable image in the minds of potential customers. The rise of the Internet and social media marketing has made it easier for brands to reach their customers and has led to creative ways of connecting with the public. While this new marketing environment has opened opportunities for business, it also has amplified the negative effects that a marketing blunder or miscommunication can have on a brand. As political discourse in the United States has become more polarized, the perception that a brand or its representative has wrongly or at least foolishly adopted political stances can swiftly damage the brand. This impact is of particular concern in franchising, because both franchisors and franchisees depend on the strength of the franchise brand to drive business, and both groups invest resources to generate goodwill for that brand. The reliance on this shared brand means that any political speech by a franchisor’s spokesperson or by an individual franchisee can harm the entire system. Moreover, while the First Amendment protects the right of individuals and businesses to engage in political speech, some restriction on the speech of franchisees and franchisors is likely desirable for the overall health of a franchise system. As explored in this article, franchise participants have legal remedies to recover from damaging speech, although the franchise agreement itself may not effectively control franchisee speech. Instead, franchise participants should communicate and set clear standards for what types of expression will or will not be acceptable. [ABSTRACT FROM AUTHOR]

This article examines Knut Hamsun's reactions to the new uses of proper names at the end of the nineteenth century, including the commercial use of celebrity names and trademarks. The topic is studied on three interrelated levels: Hamsun's hostile reaction to the modern advertising industry; his attempts to create a famous name for himself; and finally, his literary representation of these themes in his early work. The advertised name points to a threatening distance between private individual and public persona that raises questions about the possibility to express or communicate authentic identity. This tension is studied in "På turné," which revolves around the launching of the author's name "Hamsun," and in Mysterier , where the meaning of names as well as the novel's modernist narrative form are intimately linked to Hamsun's experiences of the emerging practices of advertising and branding. [ABSTRACT FROM AUTHOR]

The negative effects of human activities on the environment are causing more and more concern every day. Most governments in the world are trying to minimize human beings' harmful effects on the environment. Businesses are also endeavoring to grasp and address the emerging societal concerns regarding the natural environment, aiming to integrate environmental issues into their organizational activities effectively. In this context, businesses announce these initiatives to their target audience with applications such as green advertisements. This study seeks to investigate the impact of both green brand awareness and brand image on consumers' purchase intentions, as well as the mediating role of green advertisements in relation to green brand awareness, brand image, and purchase intention. According to the results of the research, consumers' purchasing intentions have a positive effect on brand image and green brand awareness. It has been determined that there is a complementary partial mediation role in green advertisements. The strongest relationship between the variables was between green brand awareness and green advertising, and between green advertising and purchase intention. [ABSTRACT FROM AUTHOR]

The emergent body of scholarship on social media influencers (SMIs) highlights their potential to yield positive brand advertising outcomes. However, the literature is undermined by the lack of clarity regarding how SMIs conceptually compare to celebrity endorsers and their impact on advertising outcomes. The study aims to clarify these differences via a meta-analysis of 39 experimental studies (total sample size = 13,766) of SMI effects from 2010 through March 2024. Findings reveal that SMIs are more effective than brand-only advertising and that there is no significant difference between SMIs and celebrity endorsers. Taking these factors into consideration, the effects are moderated by perceived credibility and influencer types, indicating that mega-influencers are relatively more persuasive, while nano-influencers are less persuasive compared to celebrities, respectively. Findings imply that there is a "sweet spot" wherein SMIs are most effective and distinct from celebrity endorsers, providing support for more nuanced conceptualizations of SMIs and calling for future research to explore additional enhancing and attenuating factors. [ABSTRACT FROM AUTHOR]

"Lookalike" products, including counterfeits and copycats, are increasingly common in today's global marketplace. Four lab experiments were conducted involving 653 participants, and data were analyzed through SPSS 26. Based on social representation (SR) theory and self‐construal theory, this research examines how advertising for original brands impacts purchase intent for counterfeits and copycats differently. The results suggest that ads for the original product using value‐expressive (vs. utilitarian) appeals result in lower intent to purchase copycat versions. However, ads for the original product using utilitarian (vs. value‐expressive) appeals lead to lower purchase intent for counterfeit versions. The results also show that consumer need fulfillment mediates the interactive effect between ad appeal type and product type. The current research provides useful insights for marketers or retailers grappling with ongoing competitive threats posed by lookalike products and underscores the strategic utilization of various advertising tactics to reduce the demand for copycats and counterfeits. [ABSTRACT FROM AUTHOR]

This study investigates the strategies employed in the representation of masculinity in a sample of 50 advertising campaigns launched between 1999 and 2020. The chosen posters advertise products targeted at men that fit into five categories: beverages, food, daily care products, male fragrances, and clothing. Among the brands advertised are American Apparel, Clinique, Coca-Cola, Dove, Givenchy, McDonald's, and Nike. The analysis of discursive strategies is complemented by an analysis of the Corpus of Contemporary American English that investigates the most salient collocates of real man/men in US English; this search was conducted due to the frequent mention of the term real men in the slogans under investigation. The corpus analysis supports the key findings of the study by showing that language and advertising operate in a circular structure and mutually impact one another. The five major strategies identified as recurrent in the representation of masculinity include gentleman's look, gender equality and fatherhood, sex appeal, sex and dominance, and strength. The findings reveal the prevalence of stereotypical representations of masculinity that foreground sex appeal, strength, and dominance over women, and to a lesser extent, the image of the classic gentleman. The Dove Men Care Collection promotes the idea of fatherhood and gender equality, which might be considered a slight departure from the usual representations of masculinity in advertising, though it is still embedded within the dominant framework of hegemonic masculinity. [ABSTRACT FROM AUTHOR]

Based on collaborative research and reflections on media depictions, marketplace experiences, and Black life in Belgium and Britain, this article embraces Black joy, while critiquing societal demands and (re)presentations of it. Informed by scholarship on racialised emotions, Black interiority, and Black emotional epistemologies, we analyse how the idea of “Black joy” has been (re)presented in media in ways connected to racialised, classed, and national discourses of “we-ness” during the coronavirus (Covid-19) crisis. By analysing public (re)presentations of Black people, we critically consider how “Black joy” becomes “Black JoyTM” – a defanged expression, enabling brand advertising by tapping into the racial and capitalist politics of marketable and mediated Black emotions and intimacy. We ask, “when, how, and why are the everyday emotions and experiences of Black people (re)presented by contemporary marketplace institutions as joyful?”. Consequently, we theorise the relationship between Black joy, crises, and forms of Belgian and British advertising and media. [ABSTRACT FROM AUTHOR]

Copyright of Cultura, Ciencia y Deporte is the property of Cultura, Ciencia y Deporte and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

As branded food products spread in the early 1900s, advertisers began speaking directly to women shoppers. Adopting a women-advertising-to-women approach, national brands and advertising agencies hired home economics professionals and charged them with creating test kitchens to develop and test recipes, write advertising copy, correspond with consumers, and test products. They became the face and voice of brands, providing women entrée into the male-dominated advertising profession. These professional women brought an understanding of the needs of the housewife, knowledge of the emerging fields of dietetics and home economics, and a scientific approach to solving "home problems." Brand test kitchens became a symbol of trust, signifying that the product was reliable, pure, and economical. Today major food brands such as Kraft, Heinz, General Mills, and Kellogg's still maintain test kitchens to meet consumer needs, educate consumers on proper product use, and produce new branded recipes. [ABSTRACT FROM AUTHOR]

Businesses are advertising on TikTok by using brand influencers to create awareness, promote, and sell products. Using the lens of the social influence theory, this study investigated engagement, loyalty, and purchase likelihood as constructs that impact brand influencer advertising. Structural equation modeling was used to analyze data in this study. The findings showed that brand influencer impact was associated with previous engagement and purchase likelihood of TikTok users. Previous perceptions toward brand influencers did not moderate the impact of brand influencer advertising. Theoretical and managerial implications from the results are discussed, providing guidance for future research on TikTok advertising. [ABSTRACT FROM AUTHOR]

Anthropomorphism in advertising has been shown to create positive advertising and branding outcomes. In this research, we introduce an important internal variation in this ad strategy—advertising a brand as collective- versus solo-anthropomorphized (i.e., the presence of multiple anthropomorphized entities versus one entity). Four studies overall demonstrate that advertising a brand as collective- (versus solo-)anthropomorphized decreases advertising effectiveness. We further show that these two types of brand anthropomorphism significantly interact with gender. That is, our research reveals that women develop lower expectations of relationship closeness with a collective- (versus solo-)anthropomorphized brand, thereby resulting in lower effectiveness of collective anthropomorphic ad appeals. In contrast, we find no detrimental effect of this ad strategy for men. Importantly, our work establishes that explicitly incorporating relationship potential cues in collectively anthropomorphized ad copy or inducing no expectations of close relationships with a brand will attenuate the negative impact of a collective- (versus solo-)anthropomorphized ad appeals on advertising effectiveness. [ABSTRACT FROM AUTHOR]

The purpose of this study is to examine how brand awareness and YouTube advertising affect consumers' inclination to purchase Honda Scoopy motorcycles from the PT Astra Motor Honda Cirebon Branch. Utilizing a survey approach, quantitative research methodology is applied. Questionnaires were sent to 150 respondents who were considering purchasing Honda Scoopy motorcycles in Cirebon in order to gather data. According to the results of a regression analysis, creative and informative YouTube advertising has the ability to pique customers' interests and has a favorable and significant impact on purchase intention. Additionally, it has been demonstrated that brand awareness positively and significantly influences buy intention; this means that consumers' purchase intentions are higher when brand awareness is higher. In conclusion, brand awareness and YouTube advertising work together to significantly impact consumers' intentions to buy Honda Scoopy motorcycles in Cirebon. PT Astra Motor Honda is advised to continue to improve the quality of advertisements on YouTube and strengthen branding strategies to increase consumer buying interest. [ABSTRACT FROM AUTHOR]

Advergaming, one of the innovative advertising techniques, has the potential to creatively convey brand messages to the audience. In Peru, there is a gap in integrating deaf individuals into the advertising discourse of brands and campaigns, especially when utilizing advergaming to establish a strong connection with them. This study aims to fill this gap by analyzing how the Pilsen brand, through advergaming, has contributed to creating inclusive spaces. The study also seeks to determine which elements of the advertising technique are relevant for integrating the deaf community into the gaming world. To gain a comprehensive understanding, a qualitative methodology was adopted to analyze the E-nterpreters ad, and semi-structured interviews were conducted with 12 special education students in the tenth semester at a private university in Lima. The findings revealed that Pilsen's advergaming technique has indeed contributed to creating inclusive spaces. [ABSTRACT FROM AUTHOR]

Copyright of Al-Bahith Al-Aalami is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Artificial intelligence and the evolution of social networks have allowed the appearance of virtual influencers with human appearance, especially on Instagram. These can be defined as computer-designed figures that show an image like humans on social networks. This article applies an exploratory-descriptive design that aims to analyze, through a qualitative study that follows the case method, the definition of what human-looking virtual influencers are and how they act on Instagram. In addition, it's also been analyzed how these figures work when working with brands as advertising resources. The results of this study reveal the way in which these figures behave and allow brands to understand their functioning as powerful supports for business communication. In addition, we provide a first study instrument through two analysis sheets that are based on literature and observation of the phenomenon on Instagram. Both sheets are applicable to other cases. [ABSTRACT FROM AUTHOR]

We examine how brand advertising invokes a performance enhancement effect for owned brands that is purely advertising and brand driven and unrelated to material product differences, akin to a placebo effect. Using three field studies, we demonstrate that advertisers may selectively invoke the performance enhancement effect among owners of branded products through brand advertising. Our findings show that exposure to brand advertising can increase performance (i.e., exercise duration in our studies) in excess of 20%. Moreover, we show that brand advertising elicits this enhancement effect only when the target, owned brand is in use and that heightened motivation underlies this effect. Furthermore, the enhancement effect, while sizable, does not last into perpetuity. Instead, we show that consumers acclimate over extended periods of exposure to the brand advertising, consistent with psychological habituation theory. These findings point to the importance of ongoing, novel brand advertising over the product ownership life cycle. [ABSTRACT FROM AUTHOR]

Mindset metrics, the measurement of consumers' perceptions, attitudes, and intentions, have a long tradition in marketing, particularly in advertising and branding. Some of the most usual mindset metrics are brand awareness, brand image, personality traits, and attribute importance. Brand awareness and other mindset measures have the form of texts (bag of words). And, a natural methodology for analyzing these variables is topic modeling and the popular Latent Dirichlet allocation (LDA) model. The LDA methodology assumes that brands or concepts are represented by clusters of brands in consumers' minds. This study proposes an extension/modification of the LDA model for brand awareness and other mindset variables that incorporate Bernoulli observations instead of the Multinomial specification present in the usual LDA specification. This extension is relevant since, unlike words in texts, brands and mindset concepts are not repeated within a document and have a dichotomous form, present or absent. The proposed model is applied to two brand awareness datasets. The results show significant gains in both managerial insights in analyzing brand clusters and consumers' profiles. [ABSTRACT FROM AUTHOR]

Despite its central importance in achieving most long-term advertising goals, the past several decades of academic research have placed too little emphasis on brand awareness (BA), focusing more often on attitude toward the ad, attitude toward the brand, and purchase intention. In part because of this lack of focus, no universally accepted definition of BA has evolved, and there is a need for greater theoretical development of the concept. In response, this article draws on prior work incorporating current developments in the advertising field to derive the following updated definition of BA: Brand awareness is the likelihood that a person retrieves a brand identifier and a product category or category need from memory across brand-relevant situations. In addition, the article summarizes the trajectory of the use of dependent measures of advertising effectiveness and calls for greater focus on the measurement of BA in its various forms. To this end, the article provides guidelines for measuring BA and specific recommendations to future researchers for including BA in studies of advertising effectiveness. [ABSTRACT FROM AUTHOR]

This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite "match-up" effects between advertising appeals and construal levels for luxury and sustainable brands. For a luxury brand, consumers show favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal level. In contrast, for a sustainable brand, consumers show favorable evaluations when a competence (warmth) appeal is combined with a high (low) construal level. Further, these match-up effects are mediated by two distinct mechanisms: brand admiration (a high construal level) and processing fluency (a low construal level). Theoretical and managerial implications from these findings are discussed. [ABSTRACT FROM AUTHOR]

Waste management is not a new process, but rather a natural and eternal process created by God in nature. Living organisms live their lives in various ways and then decompose to be food for other organisms. With the technological development and the waste left behind from factories and human diversity, it was necessary for science to be influenced by nature and to benefit from the divine gift in applying the waste management concept, which works to reduce the surplus and reduce resources in production, and spreading awareness among individuals about the importance of what they leave in the garbage cans and their environments. Art has been affected by materials and human waste, most notably the Dada school, which resulted in many arts, like installation and assemblage art. Also, this affected the design in general, advertising design, the perspective and form of the design, and the material has a wide resonance in the field of advertising design and its manufacture. And companies tended to add environmental values to their products, and to enter advertising as a design in this step. Although advertising may advertise a product or service, it is also a physical product made of a material that performs a function and a message. Its strategy, and therefore reflects the spirit and values of the company towards preserving the environment on the one hand by attracting different categories of consumers , raising their awareness towards environmental resources, and on the other hand, it achieves profit for companies by attracting consumers who prefer environmental products over others. waste management strategies have varied under what is known as the golden )Four Golden Rule( for waste management, which includes reuse, recycling, reduction, and finally heat recovery. It has been possible to exploit these strategies in different ways and direct them towards the arts used in the manufacture of advertisements, which opened many horizons for the designer towards innovation and presenting the advertisement in a way that affects the recipients and consolidates the idea of awareness in their brains.

The Journal of Advertising (JA) is a leading journal devoted to the development of advertising theory and practice. In celebration of JA's 50th anniversary, this article presents an in-depth retrospective of the journal and compares it with the other leading advertising journals, such as Journal of Advertising Research (JAR), International Journal of Advertising (IJA), and Journal of Current Issues and Research in Advertising (JCIRA). To do so, this article conducts a bibliometric review using performance analysis and natural language processing (NLP) as a means for co-word analysis on bibliometric information retrieved from Scopus. Using performance analysis, this article demonstrates that JA is the leading advertising journal in terms of research influence (h-index) and impact (g-index), as the journal receives the highest average and total citations despite publishing 11% less than its closest peers (JAR and IJA). Using NLP as a means for co-word analysis, this article reveals eight clusters or themes (1972–2020) that avail in JA's body of knowledge (i.e., advertising appeals, advertising involvement, advertising credibility, advertising brands, advertising impact, advertising modeling and strategies, advertising communication and engagement, and advertising response) as well as nine clusters or themes (2000–2020) that reflect the four leading advertising journals' collective contributions to the body of advertising knowledge (i.e., community advertising, responsible advertising, digital and social media advertising, product placement advertising, advertising impact, advertising credibility and persuasiveness, gamification and signaling in advertising, sponsorship advertising, and attitudes toward advertising). The article concludes with key takeaways and suggestions for prospective authors interested to publish in JA. [ABSTRACT FROM AUTHOR]

We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived personal relevance and, unexpectedly, by decreasing the perceived intrusiveness of the ad. Study 2 (N = 264) extends the processing mechanism of personalized advertising by additionally including the mediating effects of self-brand connection and reactance toward the ad. Perceived personalization has a positive indirect effect on self-brand connection via perceived personal relevance, but not via perceived intrusiveness. Self-brand connection, in turn, has a positive effect on consumers' responses. Contrary to expectations, reactance does not significantly affect brand responses. Study 2 also examines the moderating role of perceived privacy protection by the SNS. Higher levels of perceived privacy protection by the SNS do not strengthen the indirect effects of perceived personalization. [ABSTRACT FROM AUTHOR]

With fierce competition in the hotel industry, an important issue is how to create a differentiating advantage and customer brand attachment through marketing tools. The purpose of this study was to explore whether green animation advertisement can positively affect green brand uniqueness and green brand attachment. We used convenience sampling to collect 386 valid questionnaires from consumers who had seen Agoda's hotel animation advertisements. The results show that three elements of green animation advertisements (reliability, attractiveness, and informativity) positively affected the green brand uniqueness, which positively affected green brand attachment. In addition, green brand uniqueness had a mediating effect between green animation advertisement and green brand attachment. This study provides another perspective on the role of green hotels in maintaining customers' brand attachment. [ABSTRACT FROM AUTHOR]

Purpose: Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective). Design/methodology/approach: Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 applied a 2 (brand associations: promotion, prevention) × 2 (ad appeal: promotion, prevention) between-subjects design. Multivariate analyses and follow-up means comparisons were used to analyse data. Findings: Study 1 found that an abstract ad appeal is more effective for promoting low-fit brand extension because it improves the perception of fit. Study 2 showed promotion vs prevention ad appeals lead to better evaluation of low-fit brand extensions when matched with parent brand associations (promotion vs prevention) in terms of construal level. This matching effect is underpinned by processing fluency. Research limitations/implications: Ad appeals can influence low-fit brand extension evaluation by influencing the perception of fit (cognitive process) or processing fluency (affective process). Future research could consider different ad appeals and other construal related factors to generalise these findings. Practical implications: Marketers can design different ad appeals to effectively advertise low-fit brand extensions. These findings can guide managers in the development of effective advertising strategies. Originality/value: This research offers a new perspective on how ad appeals can enhance low-fit brand extension evaluation. [ABSTRACT FROM AUTHOR]

This research aims to analyse the impact of Endorsers and Digital YouTube advertising on brand awareness and purchase intention, with brand awareness as a mediating variable. The study involved 400 respondents residing in Jabodetabek who had watched Bella Chocolate ads on YouTube but had not yet purchased the product. The methodology used was purposive sampling with analysis utilizing structural equation modelling (SEM) partial least squares (PLS). The findings indicate that Digital YouTube advertising significantly influences brand awareness and purchase intention, whereas Endorsers do not show significant influence on both variables. Furthermore, Brand awareness significantly affects Purchase Intention and acts as a strong mediator between Digital YouTube Advertising and Purchase Intention. [ABSTRACT FROM AUTHOR]

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The purpose of this study is to determine the effectiveness of advertising in terms of brand recall through the use of intrusive advertising on the YouTube social network. The research is exploratory and descriptive and is situated within the interpretive paradigm. The students of marketing and advertising of the first semester of 2023 were selected under the figure of a non-probabilistic sampling for convenience. Of the sample analyzed, 48 students belonging to the same university participated. The results show that most advertising messages go unnoticed in the eyes of the online public, and instead of generating attention, interest or remembrance, what they produce in the audience is annoyance and negative experience. In this situation, it is suggested the marketing of attraction or content so that the online audience can participate in the brands' activities instead of interrupting them, offering them an added value and a much more personalized message. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (Aad) and attitude toward the brand (Abrand) formation. Design/methodology/approach: In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their Aad, Abrand, comprehension, uncertainty avoidance and demographics. Findings: Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and Aad. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable Aad for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of Aad in the relationship between comprehension and Abrand. Research limitations/implications: The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans. Practical implications: This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede's cultural dimensions). In the case of single meaning slogans, advertisers might diminish the use of objective comprehension advertising strategies to influence both individuals with high and low uncertainty avoidance. In the case of polysemous slogans, advertisers should consider that consumers with high uncertainty avoidance (vs low uncertainty avoidance) are impacted more by subjective comprehension (vs objective comprehension) when forming Aad and Abrand. Originality/value: This research contributes meaningfully to the marketing literature by examining previous work on ad slogan processing through subjective vs objective comprehension and extending the analysis by incorporating culture as an important factor. [ABSTRACT FROM AUTHOR]

Community service with the international abdimas scheme was carried out to increase the awareness of the school student partner group. Empowering partner groups to increase knowledge and understanding of halal literacy in terms of recognizing and being able to verify halal products, especially for products that have elements of Islamic branding and advertising. The benefit obtained from this service activity is to increase the active role of partners as Muslim consumers in monitoring product consumption at school. The implementation did in several stages: identification, socialization, and implementation. Training in order to improve halal literacy on products that have elements of Islamic branding and Islamic advertising will be delivered through several materials including halal literacy regarding halal and thoyyib principles. The role of religiosity in the importance of halal awareness in choosing halal products, verification of products that contain elements of Islamic branding and advertising, halal food additives and the importance of halal certification. The results of the activity show that the partner group already understands the importance of halal products and is able to distinguish halal products, although there was still error in choosing a product because of writing halal word in Arabic letter. The level of understanding of halal literacy is not universal, grade 6 primary students have a significantly lower understanding than grade 5 and grade 4. [ABSTRACT FROM AUTHOR]

Copyright of Transfer: Zeitschrift für Kommunikation & Markenmanagement is the property of Deutsche Werbewissenschaftliche Gesellschaft and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The idea that individuals can create a new beginning, known as the fresh start mindset, is deeply embedded in American culture. This mindset represents an accessible, shared construct that may be particularly relevant for changing attitudes toward two highly stigmatized groups: ex-offenders and drug addicts. While previous advertising literature has suggested that ambiguous or symbolic approaches may help improve consumer response, we show (using four studies) that cultural identity mindset framing (CIMF) can generate more positive affect toward the sponsoring brand and more positive attitudes toward the stigmatized group. Study 1 shows that explicitly referencing a highly stigmatized group leads to a less positive affective response toward the brand. Study 2 reveals that CIMF improves that response. Study 3 uses a real brand to replicate the positive affect toward the sponsoring brand. Study 4 documents a positive attitude shift toward the stigmatized group. Our research opens a new research corridor for explicitly referencing a stigmatized group, expands the stigmatized group discourse to two underrepresented groups, provides empirical evidence for the fresh start message frame, and answers a call to understand whether corporate social responsibility advertising is better than not advertising it at all. [ABSTRACT FROM AUTHOR]

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics. Four MA metrics are used to measure the effect of advertising on a brand's mental availability, with the results showing that in the majority of cases, MA metrics are greater among both brand users and non-users who are aware of the brand's advertising, with a greater effect among non-users. From a practical market research perspective, adding MA metrics to existing brand health tracking will have no data collection costs where brand perceptions are already being measured. [ABSTRACT FROM AUTHOR]

This study seeks to examine under what circumstances brand advertising that advocated for socially desirable behaviors (e.g., mask wearing) during the COVID-19 pandemic may be successful in increasing the intention to engage in such behaviors. In doing so, we examine the effectiveness of real brands' persuasive attempts via activist advertising, focusing on messages used in real advertisements that may cause psychological reactance. Using a 2 (message type: threat to freedom vs. no threat) × 2 (brand: Uber vs. Heineken) between-subjects design, our study confirms that threat to freedom messages lead to lower ad attitudes, lower intention to engage in socially responsible behaviors, and greater psychological reactance. Brands should be careful when using "threat to freedom" language in their advertising. Further, our results suggest that perceived authenticity of a brand's messaging is key to the success of activist advertising. [ABSTRACT FROM AUTHOR]