Social media affords users the ability to control how they present themselves to their
audience. People generally choose to show an ideal self-image on social media. However …

Based on the perspective of culturally-derived power, we explore the influence of advertising
appeals on attitudes towards advertisement, as well as their psychological mechanisms and …

This study aimed to develop and validate a theoretical model for examining how different
types of destination advertising (abstract vs. concrete) affect tourists' visit intention. The …

Purpose With increasing managerial attention on the strategic promotion of brand-related
sustainability initiatives (BSI), this study explores the psychological role of image …

With the onset of the twenty first century, developing economies have kept pace with global
standards in terms of information and technology. Indian consumers have already become …

Purpose The purpose of this paper is to examine the interesting but largely unexamined
impact of self-uncertainty on the persuasiveness of self-deprecating advertisement …

Luxury sports products and brands in general have seen a significant increase in their sales,
highlighting the high consumption of smart sports watches. The purpose of this study is to …

Customer loyalty menjadi faktor penting sebagai aset berharga bagi suatu bisnis ketika
pelanggan memiliki sikap positif terhadap produk, sehingga memotivasi mereka untuk …

Purpose This research extends self-congruity theory and assesses the predictive validity of
the triad personality congruence among brand, brand-related sustainability initiatives (BSI) …

Previous studies have generated important insights into consumer behavior. However, no
study has addressed how to persuade young people belonging to Generation Z to increase …