Despite the increasing prevalence of product placement, no previous studies have compared the behavioral effects of conventional commercials and brand placements. This experiment consisted of
This paper outlines a conceptual framework of the antecedent and consequences of offline positive word of mouth (P-WOM) from the WOM sender’s perspective, as the effect of WOM on WOM’s sender is
This research extents our understanding of the relationship between self-monitoring and the effectiveness of emotional versus informational advertisements. More specifically, this relationship is
Research on longitudinal satisfaction demonstrates that the weight of product attributes on satisfaction shift over time. However, existing literature lacks an understanding of the intervening
We analyse the different effects that TPRs have on consumers’ hedonic evaluation of wines and the willingness to pay a higher price above their common price range. Through a wine tasting
