The mobile game is experiencing a rapid development and one of the favorite mobile applications. This article focuses on Chinese mobile game market and conducts an empirical research on the factors of the user adoption of mobile game. The research results show that perceived usefulness, perceived entertainment, economic cost and subject norm significantly affect the attitude of use, which resul...

For sponsors, the essence of commercial sponsorship is the right of being associated with the sponsored organisation, which can later be leveraged for branding purposes. The branding power of sponsorship relies on its associative power, and consumers learn sponsorship in two qualitatively distinctive ways: evaluative conditioning and predictive learning. These two processes can lead to differen...

This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed t...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision ...

Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and attitude when the source text is disclosed as either artificial intelligence (AI)-generated or human-written. Design/methodology/approach A 3 × experimental design using Adidas marketing texts “AI” “human”, not was applied data gathered online from 624 English-speaking students. Findings...

OBJECTIVES In developing countries out-of-pocket payments (OOP) are as high as 80% of healthcare spending. Generic medicines can be instrumental in reducing this expenditure. The current study is aimed to explore the knowledge, perception, and attitude of general practitioners towards generic medicines in Karachi, Pakistan. METHODS This exploratory, descriptive study was conducted on a sample...

This paper reports on a replication of Alba and Chattopadhyay’s (1986) study of the effects of substantially heightened brand salience upon the recall of competing brand names. Heightened salience was consistently shown to have an inhibiting effect on recall across a variety of experimental conditions. However, in the replication study this salience effect was not observed. Instead a trend in t...

This study was conducted to define detailed factors by combining the of SNS (social network services) information attributes and dual processing process theory investigate relationship between customer satisfaction, brand attitude, sustainable use intention. An empirical analysis using data collected from 361 participants who have experience in SNSs for searching restaurant information. The maj...

Product endorsement has become a common marketing method. Many companies hire famous person to act as the spokesman for product and brand. They want use celebrity’s fame attractiveness promote their products brands. However, is every celebrity suitable be product? In addition, in era of advanced technology, whether comments on Internet credibility affect consumers’ purchase intention through he...