Marketing Archive
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 & […]
Decoding Demarketing Advertising: The Role of Company Mission Commitment and Credibility on Demarketing Efforts
Abstract: Consumers are increasingly in support of sustainable marketing and demarketing has received attention as a viable strategy in response to this growing sentiment. As only a few studies focused on testing […]
Putting Things into Context: A Meta-Analysis of Media Context Effects on Attitudinal Outcomes
Abstract: The role of media context in advertising has been the subject of interest for marketers and media practitioners over the past fifty years. However, there remains a lack of […]
Color Effects in Green Advertising
Dongjae (Jay) Lim (Grady PhD Student), TaeHyun Baek, Sukki Yoon, Yeonshin Kim (Forthcoming). Color Effects in Green Advertising, Abstract: Marketers often use green in marketing communications to signal sustainability, despite […]
Understanding How Consumers Perceive Brand Personality through Sports Sponsorship
Abstract: Sports sponsorship has been considered a key branding strategy for various marketing objectives, but little research investigated how consumers perceived sponsor brands through sports competitions. This study aimed to […]
Do Human Values matter for Promoting Brands on Social Media?: How Social Media Users’ Values influence their Engagement with Sharing, Content Creation and Reviews
Abstract: Social media-based consumer engagement behaviors, such as sharing, content creation and reviews for brands as more valuable than “liking” or consuming brand content. As consumers trust consumer-driven recommendations more […]
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 […]
Marketing a health brand on Facebook: Effects of reaction icons and user comments on brand attitude, trust, purchase intention, and eWOM intention
Abstract: This study examined effects of Facebook reaction icons and user comments on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand, as well as […]