Focus: Brand advertising



     New Search / Research Home
Exploring Brand Humanization on SNSs: Brand personality and its influence on brand partner quality, brand attitude and consumer behavioral engagement Jooyoung Kim

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 […]

Read More
Myles Brand’s Collegiate Model and the Post-Amateurism World of College Sports Welch Suggs

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 […]

Read More
Can we find the right balance in cause-related marketing? Analyzing the boundaries of balance theory in evaluating brand-cause partnerships. Itai Himelboim

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 […]

Read More
“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands Taeyeon Kim and Joe Phua Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX.

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 […]

Read More