BACKGROUND Recent tax increases in Mexico differed in structure and provided an opportunity to better understand tobacco industry pricing strategies, as well as smokers' responses to any resulting price changes. OBJECTIVES To assess if taxes were passed onto consumers of different cigarette brands, the extent of brand switching and predictors of preference for cheaper national brands. METHO...

OBJECTIVE AND HYPOTHESIS To determine whether a temporal relationship exists between the advertising and sales of low-tar cigarettes. It was hypothesised that increases in the advertising of low-tar cigarettes would precede increases in sales for these cigarettes. METHODS The themes of cigarette advertisements were reviewed and coded for 20 low-tar cigarette brands advertised in 13 widely rea...

This research adopts a qualitative technique based on discourse analysis. Data is gathered by observation, book study, and document study. Many corporations leverage social media users as platform to market publicize their brands. In addition the positive aspects of Web 2.0, such ease accessing features rapid flow information sharing content, it also has negative dangers cyberbullying, identity...

The advergames represent a new advertising concept that uses Internet technology to implement viral marketing campaigns. Despite the potential of this interactive advertising method, very few academic studies have been initiated to investigate the characteristics of advergames, and their influence on consumers’ perceptions and behaviour. This paper attempts to develop a theoretical framework wh...

Traditionally advertising has aimed to influence purchasing by affecting beliefs about the consequences of consuming a product. With the rise of brand marketing, the focus shifted from products to brands viewed as symbolic universes endowed with values and meanings that circulate in the imagination of a society. The paper explores the use of sound in syncretic multimodal advertising product as ...

Proprietary brands are a major vehicle for producer profits: consumers have been shown willing to pay a considerable “brand premium” for a branded product over an otherwise identical unbranded product. Prior literature has implicitly assumed that only producers develop brands. In this paper, we report that user communities also can and do develop strong proprietary brands capable of commanding ...

The rapid spread of social media has brought new ways for marketers to communicate and manage brands online. Celebrity endorsement has been a popular practice in social media, however, what contributes to its effectiveness has not been fully understood. To address this issue, this study examines the effects of endorsement in social media towards brand attitude and merchandise attractiveness bas...