Subject Index
 

This study tests the effectiveness of testimonial advertisements on black and white browsers’ evaluations of a high-end product on a commercial website. The results demonstrate that, although white br ...

Corporate presence in schools - benevolent community spirit or sinister and cynical encroachment on the independence of learning? This, more than any other area of marketing, triggers an emotional and ...

Investigates what factors make spokes-persons in advertisements likeable and effective. In-depth interviews were used in the study. Four primary dimensions of spokes-character likeability were uncover ...

When asked why he liked a particular advertisement, a 63-year-old retired military man confidently replied, 'Elves make good cookies.' He had chosen an ad featuring the Keebler Elves as his favorite. ...

The author examines why consumers develop strong attachments to ‘human brands’, any well-known persona who is the subject of marketing communications efforts. Research findings suggest amongst other t ...

Presents a framework applicable to market communications which concentrates on the message source, with little or no augmentation. Argues that source effects occur through one or more of three process ...

An experiment revealed that the relationship between celebrity attitude, and attitude towards brands paired with the celebrity’s voice, is moderated by identification of the celebrity but only when at ...