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 …

Marketers often use green in marketing communications to signal sustainability, despite the
lack of supportive data. This article is a report of two experiments to observe consumer …

Despite the ubiquitous use of taste-focused and health-focused advertising messages, the
existing advertising literature offers little guidance on how the persuasiveness of such …

Encouraging consumers to participate in green consumption is a significant means for
improving environmental issues. Thus, we investigated the impact of matching promotion …

The purpose of this paper is to study how color contrast (complementary vs. analogous
colors) affect individuals' attitude and purchase intention in the context of web banner …

The application of assertive language in environmental persuasion has produced mixed
results. Besides the language content intensity such as assertiveness, this research …

The present study examines the role of self‐construal in the preference for analogous versus
complementary color combinations. The majority of previous research on color has been …

In the last few years, there have been growing concerns about the far-reaching influence
that digital architectures may exert on individuals and societies. A specific type of digital …

Despite the crucial role a crowdfunding campaign webpage can play in attracting potential
backers, there has been a lack of theory-driven studies to investigate how to design effective …

This article examines the influence of framing a brand's concept as functional versus
symbolic in the advertising of a new vertical line extension. In this research, we carried out …