This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers’ attitude toward tobacco brands through the health beliefs they lead consumers to associate to the brand. On the contrary, text-on...

This study demonstrates how learning approaches (classical conditioning, operant conditioning, and cognitive learning) can be incorporated in the design of advergames to influence the attitudes, recall of brand, recall of product information, and purchase intention. The results show that cognitive learning results in the best recall of brand name and product information, followed by classical a...

Advergames are increasingly used by companies for online advertising campaigns. However, the effectiveness of this unique advertising strategy has not been investigated in the IS research literature. This study sheds light on the effectiveness of advergames by introducing three design elements of an advergame: interactivity (the extent to which a player has control over the choice of viewing th...

Generic substitution has become a common practice. In Pakistan living standards are below average. Improving knowledge and perception about generic drugs will increase the generic substitution, and it will reduce cost of treatment. The aim of study was to determine the knowledge, perception and attitude of undergraduate students of Pakistan about generic drugs. A questionnaire comprising of que...

The brand extension literature outlines a pivotal role of consumers’ brand extension attitudes in explaining change in parent brand equity. However, there remains little understanding of how such feedback effects actually materialize on parent brand equity. The present study proposes and examines change in relationship equity as a mediator of the effect of brand extension attitude on change in ...

What are the effects of forced exposure to the brand website on perceived brand personality? An experiment with random assignment to exposure vs. control (nonexposure) groups for ten websites is analysed. Three covariates are included to test their impact on brand personality after website exposure: product type (utilitarian/ functional vs. auto-expressive), enduring involvement with the produc...

Increased competition is making it difficult to distinguish products solely by attributes, creating room for cause-related marketing. In this study with a sample of 322 university students, we evaluated the changes in consumer attitudes toward cause and brand as consequences of Cause Brand Alliance (CBA), by using the product category as moderator. Four popular brands from two product categorie...

The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase intention of athletic team merchandise among spor...

People could be influenced by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude. However, recently people consider others' experiences or feelings written online due to the development of internet. Those kinds of information were called as 'Online word of...

Purpose – Research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, consumers do not see brands only as transaction facilitators, but as relationship partners. The exploration of the role of brands in the development of bonds with consumers is still limited. This paper examines whether the strength of positive b...