Purpose–This paper aims to review the notion of schemata in consumer behavior, placing
particular emphasis on the conceptualization of brand knowledge, and illustrate how …

In contrast to the abundance of research on brand-and consumer-related determinants of
global/local brand preference, little is known about whether and how the product category …

In a gradually more hypercompetitive global tourism arena, destination marketers are
increasingly seeking effective ways to promote places through appealing place brand …

Abstract Generative Artificial Intelligence (AI) empowers the AI design process. Then, how
do consumers respond to AI-designed fashion products? Building on schema theory, this …

Social media discourse has become a key data source for understanding the public's
perception of, and sentiments during a public health crisis. However, given the different …

Experiments are conducted to help establish cause-and-effect relationships, and they can
be powerful tools for doing so. We review fundamental concepts for conducting experimental …

We suggest that thematic ad–medium congruency versus incongruency evokes distinct
effects on consumer evaluations through different underlying mechanisms. Specifically, we …

Purpose–The purpose of this paper is to integrate guerrilla marketing characteristics into
advertising model through which the perceived effects of guerrilla marketing on Gen Y are …

Purpose Companies are increasingly incorporating support for social causes in advertising
to improve brand image and increase sales, but it is unclear how these behaviours influence …

Storytelling is a powerful tool used by brand marketers. However, most brand stories are
neither memorable nor effective. This research proposes a model for increasing the …