Related topics: consumers ยท journal of consumer research

The role of TV ad content in viewers' zapping behavior

Researchers from ESCP Business School and University of Cologne published a new paper in the Journal of Marketing that investigates the role of TV ad content in driving or mitigating viewers' zapping behavior.

For cooperative teams, modesty leaves the best impression

People may forgo displaying luxury brands and other signals of status when they want to convince others that they will collaborate well with a team, as people who signal their wealth and social status could be perceived as ...

When social irresponsibility goes viral

Branding is everything in marketing and the public perception of a company and its products and services. If consumers engage with a brand, if they love a brand, they are likely to be repeat customers and moreover will often ...

Study of luxury brand digital retailing during COVID-19

Luxury brands represent an important part of the global economy, albeit one that is generally accessible only to a small proportion of the world population. Research into the world of digital retailing in this realm has always ...

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