publicity Archive
The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising
Hye Jin Yoon, Yoon Joo Lee, Jinho Joo, and Youngjee Ko (Ph.D. candidate), “The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising,” has been accepted for presentation […]
Publicity about Athlete Endorsers Affects Responses to Ads via Motivational Activation
Abstract: This research addresses how positive and negative publicity about athlete endorsers influences motivational mechanisms (appetitive and aversive) underlying cognitive and affective processing and evaluation to ads. Participants viewed an ad […]
Brand novelty and publicity about athlete endorsers affect psychological processing of ads
Abstract: Using hierarchy of effects theoretical framework, the present study investigates psychological responses to positive and negative publicity about athlete endorsers. Furthermore, this research addresses the role of brand novelty […]