Purpose This study aims to understand the influence of cartoon characters on the generation
alpha (GA) in purchase decision-making, supported by the theory of planned behaviour …

The aim of this study was the analysis effect of animated messages and real characters in
advertising on the attitude, attraction and intention to buy consumers' of sports goods. The …

The purpose of this research is to analyze the influence of Attitude, Ability to recall, and
frequency of clicking online advertisement on purchase intention of millennial generation in …

Purpose This study aims to analyse the roles in which children have been portrayed in
advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what …

Abstract South-East Europe (SEE) has the highest obesity rates and the most substantial
consumption of television programs among young people compared to other parts of the …

This study analyses consumers' perception and attitude towards advertising based on
inclusive messages. 4 dimensions were observed showing the perception of consumers as …

This study is intended to investigate the different socialization agents for the Pakistani
children, who are playing a vital part in family purchasing decisions process. A quantitative …

Advertising is a digital marketing strategy that can be formed from a combination of several
elements that complement each other to influence audience perception. One element that is …

Nowadays, companies are placing a strong emphasis on understanding the factors that
influence consumer buying behavior. In pursuit of this objective, managers of organizations …

Although food labels have been found to influence consumer decisions, there are several
gaps in knowledge. The purpose ofthis PhD project is three-fold: 1) to examine the influence …