A well-designed logo can assist destination marketers in the development of destination
identity and image, and yet the factors that contribute to an effective destination logo are …

Advertising can be used to promote tourism recovery post-COVID-19 pandemic. However,
the effectiveness of such advertising in the pandemic context remains uncertain. This study …

Purpose This paper aims to investigate how the contextual marketing strategy facilitated by
mobile technology enhances consumers' purchase intention and experiential quality in a …

Travelers may use two common time metaphors to describe their upcoming vacations. The
first is the time-moving metaphor, expressed as “the vacation is approaching us,” and the …

Artificial intelligence (AI) offers digital tools that advertisers can use to create ads and
automate various advertising processes. It has reorganized and upgraded traditional …

ABSTRACT HPV has long been constructed as a sex-specific virus. Boys and men largely
perceive the virus as not related to themselves and thus develop a female-specific schema …

Purpose This study aims to investigate the construal congruence of anthropomorphized
brand roles and product messaging and its underlying mechanism on consumers' product …

Bilibili, has given rise to a large number of advertising videos, which users tend to avoid.
This study uses Bilibili's video advertisements as the main research object and builds an …

Abstract In diesem Open-Access-Buch schlägt Matthias Albisser eine Konzeptualisierung
von Brand Content als Botschaften der Unternehmenskommunikation vor, die …

Purpose Restaurant operators often use auspicious connotations embedded in the names
and shapes of dishes to increase consumers' purchase intentions. However, the interaction …