Purpose Marketing Technology (Martech) is the cornerstone of creating digital experiences
and interactive marketing, providing consumers with high experiential value. Drawing on the …

Construal level theory, originally rooted in psychology to study human behaviour, is a
popular and influential theory in social-cognition research. Within the marketing domain …

Celebrity endorsements are becoming a popular destination marketing strategy. However,
most existing studies focus on the effect of real celebrity endorsers and less on virtual …

Emerging technology products, like AI-driven goods or electric vehicles, have the potential to
disrupt markets. However, little is still known about how to advance their adoption through …

Advergames are computer games through which marketers promote their brands. While
many studies have explored the influence of gamification of advertising, little is known about …

This study examined consumers' psychological reactance, which is insufficiently explored in
the literature. This research fills the gaps found in the literature reviewed and investigates …

Purpose Joint advertising is an emerging strategy where marketers promote both brands in
the same marketing communication. This research determines how the domestic, foreign, or …

Purpose: This study aims to analyze the effects of Brand Coolness, Brand Love, and Self-
brand Connections on Word-of-mouth positively. The retail format of Starbuck in Vietnam is …

Images that tell a powerful story are critical for the success of public service advertisements.
This research aims to demonstrate when photographs versus illustrations in visual media …

The paper proposes and evidences that a more frequent mentioning of a service issue in an
online restaurant review makes the readers blame the restaurant more for the issue. This …