Focus: Brand advertising
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 MoreAbstract: 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 MoreAbstract: 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 MoreAbstract: 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 […]
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