In a world of declining subscription bases, magazine publishers are focusing on content to retain customers. we examine one aspect of content in the context of online subscription magazines, namely
Consumers frequently consume hedonic products together and make purchase decisions according to the presence of others. The authors hypothesize that the importance consumers attach to shared
In this study, we conduct a large-scale empirical investigation to quantify the sales elasticity of smaller advertising media, such as billboards and cinema, which have often been neglected in the
This study examines the impact of advergames and the role of an advertising literacy training session for children on their purchase request and behavioral intention in two experiments. The results
This eye tracking experiment (n = 149) investigates the effects of different ways of disclosing brand placement on viewers’ visual attention, use of persuasion knowledge, and brand responses.
