The aim of this paper is to review the most important tools and methods used to analyse and
measure the brand image. Both traditional and innovative measurements have been …

This study provides a broad overview of literary criticism in advertising and discusses its
relevance in understanding advertisements as textual narratives while also suggesting …

Resumen La presente Tesis Doctoral que lleva por título El Neuromarketing como
instrumento para la eficacia de la publicidad en televisión, analiza la evolución del …

Traditional theories of consumer behaviour research stem from cognitive, behavioural or trait
schools of thinking and are heavily influenced by economics and psychology (Mittlestaedt …

Advertising is the most important marketing strategy to promote products to consumers. The
world is witnessing a boom in automobile industries with e-vehicle and CNG advancement …

Marketers and consumers alike are experiencing immense changes in the way
entertainment is conceived, consumed, produced, distributed, and marketed as a result of …

One of the applications of semiotic analysis in the field of advertising is the study of the ad
text elements and their interconnections. However, much less attention is paid to the impact …

En primer lugar a mi buen amigo el doctor Miguel Baños, profesor titular de la Universidad
Rey Juan Carlos, que ha tenido la inmensa paciencia de dirigir esta tesis doctoral. El me ha …

The phenomenon of branding has become increasingly significant within the competitive
tertiary education arena, particularly in emerging economies. Using ethnographic approach …

Undoubtedly, all past media forms held possibilities for alternative communications but most
of the times commodification that turns everything into 'Spectacle'degenerated such options …