Answering recent calls for a new definition of advertising, we identify three dynamics—(new)
media and formats,(new)“consumer” behaviors, and extended effects of advertising—that …

Emotions play a central role in advertising. Starting from the extensive and ever-developing
literature on the role of emotions in human information processing and behavior, as studied …

Purpose Corporate social responsibility (CSR) marketing has become ubiquitous in the
hospitality industry. The purpose of this paper is to examine the effectiveness of donation …

Established as the foremost textbook on communication, the seventh edition of Owen
Hargie's Skilled Interpersonal Communication is thoroughly revised and updated with the …

Advertising is oft described as the art of capitalism. This indispensable form of
communication, in all its Technicolor glory, has the power to shape culture, conscience and …

The authors present an overview of the academic literature on charity advertising. Through
systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body …

The use of cause-related marketing (CRM), which occurs when company donations are tied
to consumer transactions, has increased significantly in recent years. Traditionally …

In an examination of charitable advertising on social media, the authors show that pride and
gratitude determine the effects of egoistic versus altruistic appeals. Across three …

Recent academic discussions about the concept of brand happiness have introduced brand
happiness as a promising new branding asset and a key research area. There is scientific …

An online experiment was conducted to examine a past moral deed's influence on
consumers' response to guilt appeals in environmental advertising. The findings suggested …