Professionals of advertising have to create ads which get the consumers’ attention and increase advertising effectiveness. This research explores the arousal concept and measurement on video ads and analyzes its relationship with ad attitude, brand recall and purchase probability. Specifically, our work in progress studies how the inclusion of high arousal sequences in ad design may affect thes...

Although it is evident that sales of team licensed merchandise (TLM) contribute to the overall consumption of sport, research efforts that comprehensively describe what triggers the consumption of TLM is lacking (Lee, Trail, Kwon, & Anderson, 2011). Therefore, based on multiple theories (i.e., values theory, identity theory, attitude theory, and satisfaction theory) and other concepts that infl...

This conceptual paper considers sponsorship in a fast moving consumer goods context, specifically the effects of on-pack promotion of the sponsorship relationship on consumer attitudes and purchase intentions. As little research has explored these issues, this paper proposes a framework considering sponsorship effect with particular attention being paid to outcomes of consumer attitudes toward ...

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...

Self-endorsing—the portrayal of potential consumers using products—is a novel advertising strategy made possible by the development of virtual environments. Three experiments compared self-endorsing to endorsing by an unfamiliar other. In Experiment 1, self-endorsing in online advertisements led to higher brand attitude and purchase intention than other-endorsing. Moreover, photographs were a m...

The effect of brand on consumer attitudes towards real and virtual goods is largely documented in consumer psychology and marketing. There is an obvious link between the design of a website and its brand. Yet, this effect has attracted little attention from the HCI community. This paper presents empirical evidence showing that brand attitude influences the evaluation of websites. The effect was...

In this paper, we present computational models to predict Twitter users' attitude towards a specific brand through their personal and social characteristics. We also predict their likelihood to take different actions based on their attitudes. In order to operationalize our research on users’ attitude and actions, we collected ground-truth data through surveys of Twitter users. We have conducted...