The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

As the web emerged, almost every traditional offline brand created its own website. Two strategies were mainly pursued by brick-and-mortar companies: some translated their brand with the corresponding name, image and values to the website and others created a new brand name to exist on the net. As the expression of a brand on the Internet is not really limited, it is not evident that the image ...

Research Article Khim-Yong Goh National University of Singapore [email protected] Jerry Wenjie Ping National University of Singapore [email protected] Advergames are increasingly popular for online advertising campaigns. However, few IS studies have investigated the effectiveness of this unique advertising strategy. This study sheds light on the effectiveness of advergames by study...

One of the most important means of communication today is social networking. This study was designed to provide insights into how purchase intention influenced by consumers attitude toward online advertising and brand recognition on social networking site. A survey was conducted with facebook’s users to asses attitude toward online advertising on social networking sites, brand recognition, and ...

As children may still be exposed to brand placement (despite the EU ban concerning children’s programs), it is examined how different types of disclosures may enable them to cope with this advertising format. The first study showed that a visual cue was more effective than an auditory cue in triggering cognitive advertising literacy. However, this cue-activated literacy did not influence brand ...

The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. T...

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly current non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in ...

brand extension has become a famous strategy for many companies since many years ago. its success depends on acceptance and evaluation of consumers about brand extension. in this study, according to the crucial role of the brand, we analyze the role of brand equity on evaluating consumers’ attitude towards brand extension of barez tire in the city of kerman. the population in this study is the ...

As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents' persuasion knowledge (i.e., recogniti...