Necro-advertising refers to the use of deceased celebrities in advertising. This practice offers unique advantages to brands that seek to benefit from positive associations with timeless celebrities
The purpose of this study was to evaluate how familiarity to a product category in terms of habits, knowledge and interest is linked to their behavior toward choice. Two experiments respectively test
This paper provides an overview of research studies conducted on food retailing in developing economies from 2000 to 2014 through the review of 154 articles published in English in 62 different
It is important to understand the relative importance of business ethics and social responsibility in determining brand attitudes. However, there has been a failure in prior research to differentiate
The pilot study focuses on the potential for South African wine farmworkers to take on a more active role as co-creators of winery brand value, and for wine farmworkers heritage stories to generate
