Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors
Accepted for presentation at the Global Marketing Conference, Nov. 5-8, 2020, Soul, Republic of Korea.
Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices.
Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising
Pfiffelmann, J., Alexander Pfeuffer, Dens, N., Soulez, S. (2023). Unique… like everyone else: effects and mechanisms of personalization appeals in recruitment advertising. International Journal of Advertising. Abstract: Recruiters are faced with the […]
Linking Blockchain Technology and Digital Advertising: How Blockchain Technology Can Enhance Digital Advertising to Be More Effective, Efficient, and Trustworthy
Jooyoung Kim, Kyu Hyung Lee, Jaemin Kim (Ph.D. student) (2023), “Linking Blockchain Technology and Digital Advertising: How Blockchain Technology Can Enhance Digital Advertising to Be More Effective, Efficient, and Trustworthy,” […]
