Although previous cause-relatedmarketing literature has examined the role of the nature of the product and the perceived fit between the product and the cause, there is no clear consensus yet regarding the effect of these variables. This study contributes to existing literature by shedding light on the role that these two key factors have on consumer response. A 2 (utilitarian products vs. hedo...

The present paper focus on ITC notebook and try to understand consumer social responsibility for  cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra ef...

Advergames played on computers can be persuasive forms of advertising, especially when players are highly involved or experience telepresence (‘‘being there’’ in the game). But 30-s TV commercials also deliver high levels of telepresence. Online-video interactive TV commercials, which can combine a TV commercial and an advergame, potentially deliver double the effectiveness of either form of ad...

This research aims to develop a framework of consumer–brand relationship by taking an experiential view. In this article, the authors report a cross-cultural comparative study that was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan. The findings reveal that individual as well as shared experiences work through brand association, brand perso...

İşletmeler pazara yeni bir ürün sürmek istediklerinde bazen prestijli mevcut markalarının adını sürülen ürüne veya grubuna vermektedirler. Bu durum marka genişleme stratejisi olarak isimlendirilmektedir. Yeni yaratmak işletme açısından çok maliyetli olacağından işletmeler tanınmış ismini ürünlere vererek, hem yaratma maliyetinden kurtulmakta de markanın olumlu çağrışımlarından faydalanmaktadır....

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing aff...

Type font is a visual brand element that has received only limited attention in the marketing literature, despite its important role in brand communication. Type font is used extensively as a brand communication tool in print advertising, in-store displays, product packaging, coupons, and brand logos (Childers & Jass, 2002). Research also suggests that type font influences managerially relevant...