Table of contents
Attitude toward the advertising music: an overlooked potential pitfall in commercials
Lincoln G. Craton, Geoffrey P. LantosThe purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by…
Country‐of‐origin and brand redeployment impact after brand acquisition
Hsiang‐Ming Lee, Ching‐Chi LeeThis study aims to examine the country‐of‐origin's impact on consumer purchase behavior post‐acquisition, especially when the acquirer‐dominant business is afflicted by a low…
Perceived health benefits and food purchasing decisions
Jean C. Darian, Louis TucciThe purpose of this research is to investigate the relative importance to consumers of different health benefits of food.
Healthy brands: establishing brand credibility, commitment and connection among consumers
Elyria Kemp, My˜ BuiWith a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create…
How re‐designing angular logos to be rounded shapes brand attitude: consumer brand commitment and self‐construal
Michael F. Walsh, Karen Page Winterich, Vikas MittalThis research aims to explore how consumer responses to logo redesign (from angular to rounded) are contingent on brand commitment and self‐construal. The authors aim to explore…
Assessing quality perception of private labels: intransient cues and consumer characteristics
Yongchuan Bao, Shibin Sheng, Yeqing Bao, David StewartThis study aims to examine the moderating effects of two important consumer characteristics (product familiarity and risk aversion) on the relationships between two intransient…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel