The purpose of this study is to measure the relationships among visual advertising value, brand attitude and customer behaviors based on Value–Attitude–Behavior Model in Chinese alcoholic beverages industry. PLS-SEM adopted analyze data by using SmartPLS 4. Findings demonstrate that informational value credibility positively influence attitude, which later significantly affects repeat purchases...

Abstract The purpose of this paper is to analyze how corporate image may mediate the effects cause-related marketing on consumer behavior, aiming expand existing literature in field social responsibility. Altruism was used as a moderator proposed relationships. conceptual model presents 7 hypotheses, and testing based sample 463 valid respondents from Brazil Portugal. Data collected through an ...

Advergames are digital games through which advertisers promote their brands. While many studies have explored the influence of gamification advertising, little is known about effects important advergame attributes such as gaming platform (device used to play games) and game speed (overall pace on consumers' immediate delayed memory, attitude, intention purchase advertised We address these gaps ...

Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...

Several hospitality brands changed their logos to reinforce the importance of social distancing in reducing risk virus infection. Since is a polarizing topic, this research intends understand consumers’ attitudes towards and response branding change by brands. Study 1 creates validates multiple-item scale examine distancing, which then adopted for two subsequent studies. 2 tests awareness perce...