Marketing Messaging
Gen Z’s Perception Of Gender-Inclusive Brand Authenticity And Its Impact On Brand Trust In The
The increasing significance of Gen Z as a consumer segment is redefining Nigeria’s fashion industry, particularly within digitally active urban spaces. More than ever, Gen Z consumers judge brands Read More »
Same Message, Different Ad Framing: The Moderating Role Of Need For Cognition
Advertisers choose among different ad claims when framing messages about new entrants. This paper proposes that different claims evoke different memory structures (semantic vs. episodic), and that Read More »
Author: Lars Erling Olsen, Samuelsen Bendik Meling, Tarje Gaustad
Contributor: eb™ Research Team
Effects Of Advertising For Future Products On The Consumer’s Attitude
This exploratory work focuses on the consumer’s responses to the effect of advertising for preannounced products and tries to extend the model of Dahlen et al., (2011) by analysing the possible Read More »
Does Offline Brand Advertising Affect Online Conversations?
Marketers are shifting advertising spend from offline to online. However, ignoring the offline advertising has its perils as creatives of offline advertisements are emotion laden. This research Read More »
The Effect Of The Content Of Offline Advertising On Online Sentiment
User generated content (UGC) is an important diagnostic of consumer response. This study analyzes the impact of offline television advertising on UGC using a dynamic difference in difference Read More »
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