Despite the growing importance of cutting-edge technologies, little is still known about the
effects of psychological and technical factors on these technologies as associated with …

Social media influencers are first explored in the advertising field, particularly to create buzz
in the younger markets and further expand social media coverage in businesses. This study …

This study examines the effects of consumer-based brand equity (CBBE) components (ie,
brand loyalty, brand awareness, perceived quality, and brand image) of luxury hotel brands …

This study investigates the impact of green brand affect on green purchase intentions and
explores the mediation effects of green brand attitude and green brand associations by …

The integrated and highly involving nature of advergames has led to criticism and concern
among academics and caretakers. It is assumed that children are highly susceptible to …

Celebrity endorsement has become a popular choice in advertising due to the its originality
and the celebrity's attractiveness that make a big impact on brand awareness and customer …

The aim of this study was to investigate children's understanding of six popular tactics used
by advertisers to elicit certain advertising effects, including ad repetition, product …

The use of celebrity as spokespeople for companies continues to be a popular method of
advertising. The reason behind the popularity of celebrity advertising is the advertiser's …

This study attempts to investigate whether consumers' attitude towards advertisements that
they are exposed (Aad) to have an influence over their attitude towards brand (Ab) and …

Although a rich body of knowledge exists in the domain of gamification of advertising, no
research emphasis has been given to compare the persuasive effects of two well‐known …