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The More You Win, The Less You Believe? An Examination of the Moderating Effect of Team Performance on Attitude Toward Message of Sport Fan’s Superstitions Jeong-Yeob Han

Abstract: The purpose of this study was to revisit the Bud Light “Superstitions” campaign, for which we examined how superstitious fans’ inferences of manipulative intention might influence their responses to the sponsor’s persuasion attempt in the sponsorship-linked advertising (SLA). Given that team identification was robustly found to be a powerful predictor of a variety of […]

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Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos. Alexander Pfeuffer and Joe Phua

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Online, consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with an online entity. Drawing on the theoretical construct of cue-based trust and signaling theory, this study aimed to identify and examine the efficacy […]

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The Roles of Celebrity Endorsers’ and Consumers’ Vegan Identity in Marketing Communication about Veganism. Jihoon (Jay) Kim and Joe Phua

Abstract: Celebrities endorsing veganism may exert social influence on consumers’ attitude toward veganism and behavioral intention to become vegan. A between-subjects online experiment (N=303) examined the effects of consumers’ eating habits (meat eater versus non-meat eater) and celebrities’ vegan identity (altruistic motivation versus egoistic motivation) on various outcomes of health communication about veganism. Results of […]

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Encouraging Energy Saving through Facebook: Effect of Message Concreteness and Message Sender Distance on Consumer Attitudes and Behavioral Intentions. Nah Ray Han, Joe Phua & Jihoon (Jay) Kim

Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA. Abstract: This study examined effects of match versus mismatch of message concreteness (abstract/concrete) and sender distance (far/close) in Facebook-based posts about energy saving on attitudes and behavior intentions. An online experiment (N=183) revealed that participants in the […]

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Perceptions of media roles in Serbia and Croatia: Does news orientation have an impact? Ivanka Pjesivac

Abstract: This study examined the perceptions of media roles among journalism students in Serbia and Croatia (N=401). The results showed that the most important were citizen-oriented and watchdog roles and that they were positively predicted by hard news orientation, whereas consumer and loyal roles were least important. Consumer role was positively predicted by the soft […]

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A Meta-Analysis of the Impact of Media Context on Ad Attitudes Karen Whitehill King

Abstract: The role of media context in advertising engagement has been the subject of interest for advertisers and media practitioners over the past 50 years. However, there remains a lack of understanding and clarity on the relationship between media context and ad effectiveness. To unify previous literature and provide a bigger picture of the relationship, […]

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