This completely revised second edition of the best-selling text presents an up-to-date,
comprehensive introduction to persuasive communication and attitude change. Employing …

Consumers are inundated with opportunities to become engaged with marketing‐generated
stories, from watching an influencer detail her adventures abroad or a commercial about a …

Purpose This study aims to examine how perceptions of the globalness or localness of a
brand affect the purchase intentions of consumers through the building of consumer–brand …

Many brands periodically respond humorously to the content that other brands and
celebrities post on social media. Drawing on three scenario-based experiments and a …

Past research shows that company messaging can inflate consumers' feelings of power,
which in turn alleviate the negative effects of service failures. Extant research, however, has …

Tourism product brand biographies are crucial for establishing meaningful emotional
connections between tourists and destinations through tourism products. Using three …

This paper examined the impact of product quality, perceived risk, and perceived value on
customer trust in the latex glove industry of Thailand. It used a structural equation model …

Purpose Brand stories are often created around the company's humble beginnings as an
underdog. The authors explore the effects of who is telling the underdog story and thus draw …

Purpose In a society that encourages consumption, attributes such as exclusivity and social
recognition are important in what is intended to be restricted to a certain exclusive segment …

Although an underdog brand positioning can elicit positive consumer responses,
maintaining a brand's positioning requires maintaining consistent brand associations. If the …