marketing Archive
A neuroscience perspective on consumer responses to marketing communication
Glenn Leshner, Russell Clayton, Glenna Read, & Kevin Wise (in press). “A neuroscience perspective on consumer responses to marketing communication,” in R. G. Magee (Ed.), The DeGruyter Handbook of Marketing […]
Metaverse Marketing: How the metaverse will shape the future of consumer research and practice
Dwivedi Y. K. et al., including Jooyoung Kim and Sun Joo (Grace) Ahn (published), “Metaverse Marketing: How the metaverse will shape the future of consumer research and practice.” Psychology & […]
The Effect of Brand-Health Issue Fit on Fast-Food Health-Marketing Initiatives
Abstract: Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand-health issue fit on consumer responses […]