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This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article… (More)
More and more Western companies understand that Asian markets offer great opportunities to export goods and services. In addition many investment approaches made to Asian markets take place by… (More)
Since the 1960s, extensive research efforts on country of origin support the assumption that origin cues impact consumption behavior (Al-Sulaiti and Baker, 1998). Peterson and Jolibert (1995) state… (More)
Advertising practice makes use of emotional cues and addresses consumers' rising desire for social connection. Research has investigated emotions within advertising, but mainly focused on negative or… (More)
AbstractWe collaborated with UNICEF and launched a field experiment in Panama to test the effectiveness of communicating different means-goal associations in promoting children’s consumption of… (More)