Burke and Srull (1988) find that when people view two different ads for the same brand, the first ad interferes with memory for the product attribute information in the second ad (i.e., proactive interference) and the second ad interferes with memory for the product attribute information in the first ad (i.e., retroactive interference). The implication is that brands needing to communicate info...

Although the internet is a widely used information technology exploited by businesses to communicate with consumers, the present research indicates that many organizations have not established a presence on social network sites (SNSs). Using contingency and organizational learning theories, this research establishes a theoretical foundation for understanding organizational adoption and use of S...

This chapter discusses cultures as analogues of actual environments, specifically socially constructed communities and the individuals who compose them. Analogues replace actual environments in human perception. Virtual communities provide context for this discussion. Virtual communities have evolved as analogues of actual communities to the degree that technology permits. Greater technological...

Social networking sites (SNSs) are a booming worldwide phenomenon with enormous business potential for companies to communicate with their targetaudience consumers and spread their brand-related messages. One of the notable distinguishing characteristics of SNSs, when compared to previous Web 1.0-based communication tools, is the active role that consumers play in the communication process with...

a r t i c l e i n f o Trademarks protecting the brand name and associations are crucial in a brand's strategy, but little is known about the factors that determine a trademark's prolongation. To explain the prolongation of trademarks, the research estimated a multilevel hazard model accounting for trademark characteristics, firm's characteristics, and firm's country of origin national culture. ...

Two experiments demonstrated that fast (vs. normal-paced) end-of-advertisement disclaimers undermine consumers’ purchase intention toward untrusted brands (both trust-unknown and not-trusted brands), but that disclaimer speed has no effect on consumers’ purchase intention toward trusted brands. The differential effects of disclaimer speed for untrusted versus trusted brands were not due to diff...

Purpose: This study was designed to evaluate the relative efficacy of various brands of ivermectin injection available for use in clinical veterinary practice in Nigeria. Method: Ivermectin injections were evaluated by a larval development assay (LDVA), using the larvae of Strongyles (predominantly Haemonchus contortus) of sheep. The effect of standard solutions of the drug from the various bra...

A study was carried out to compare the composition and thermal profiles of the fat component of six brands of commercial biscuits (BA, BB, BC, BD, BE & BF) with those of lard and palm oil. Extraction of fat from biscuit samples was done using petroleum ether according to the soxhlet extraction procedure. The isolated fat samples along with lard and palm oil were analyzed using gas liquid chroma...

The fashion industry is establishing its presence on a number of visual-centric social media like Instagram. This creates an interesting clash as fashion brands that have traditionally practiced highly creative and editorialized image marketing now have to engage with people on the platform that epitomizes impromptu, realtime conversation. What kinds of fashion images do brands and individuals ...

This study investigates the influence of brand information on consumer preferences by conducting an experiment testing whether the preferences of Chinese consumers towards four chocolate brands change when they are informed about the brands from the case when they are blind about the brands. The results suggest that brand information does influence Chinese consumers’ preferences for chocolate. ...