This article takes as its starting point the observation that food, meals and gastronomy are
frequently used in the branding of places. The knowledge of how and why this takes place …

Artificial intelligence (AI) has penetrated the marketing landscape and is having a profound
impact on businesses' communication strategies. With AI coming under the spotlight, we …

This paper proposes a conceptual framework to understand the relationship between
roadside advertising signs, driver behaviour, and road safety outcomes. Roadside …

Actualmente es frecuente el uso del término" experiencial" en relación a las estrategias de
comunicación y marketing de las marcas. Existe el riesgo de que un uso inadecuado del …

Abstract Out-of-home (OOH) advertising media have expanded worldwide and the shape
and format of these media globally, as well as in South Africa, have changed considerably …

Ambient advertising is an answer to increasing advertising clutter and resulting deteriorated
attitudes toward advertising. This research draws on literature on human information …

Ambient advertising is a creative, innovative form of outdoor advertising that explicitly
intends to surprise consumers by placing unexpected advertisements at unusual locations …

OOH advertising has received significant interest from scholars and practitioners for its
synergistic potential with digital media and its lead role in many campaigns. A bibliometric …

Ambient communication, in which nontraditional media are creatively employed to implicitly
communicate a target message, is increasingly popular. Advertising on eggs, elevator …

Enterprises have made changes in their marketing and communication activities because of
increased competition and changes in consumer behavior. In seeking to stand out from their …