Brand advertising Archive
Exploring Brand Humanization on SNSs: Brand personality and its influence on brand partner quality, brand attitude and consumer behavioral engagement
Kwon, Eun Sook (Grady PhD alum) and Jooyoung Kim, “Exploring Brand Humanization on SNSs: Brand personality and its influence on brand partner quality, brand attitude and consumer behavioral engagement,” International Journal of […]
Myles Brand’s Collegiate Model and the Post-Amateurism World of College Sports
Abstract: One of Myles Brand’s key contributions as president of the National Collegiate Athletic Association was the development of what he called the “collegiate model of college sports.” In this […]
Can we find the right balance in cause-related marketing? Analyzing the boundaries of balance theory in evaluating brand-cause partnerships.
Abstract: Cause‐related marketing (CRM) refers to the phenomenon where brands partner with causes, such as nonprofit organizations. Consumers may see some CRM partnerships as less compatible than others, however the […]
“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands
Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards […]