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In 2000, Cañibano et al. published a literature review entitled “Accounting for Intangibles: A Literature Review”. This paper revisits the conclusions drawn in that paper. We also discuss the intervening developments in scholarly research, standard setting and practice over the past 20+ years to outline the future challenges for research into accounting for intangibles.

We conducted a literature review to identify past developments and link the findings to current accounting standard-setting developments to inform our view of the future.

Current intangibles accounting practices are conservative and unlikely to change. Accounting standard setters are more interested in how companies report and disclose the value of intangibles rather than changing how they are determined. Standard setters are also interested in accounting for new forms of digital assets and reporting economic, social, governance and sustainability issues and how these link to financial outcomes. The IFRS has released complementary sustainability accounting standards for disclosing value creation in response to the latter. Therefore, the topic of intangibles stretches beyond merely how intangibles create value but how they are also part of a firm’s overall risk and value creation profile.

There is much room academically, practically, and from a social perspective to influence the future of accounting for intangibles. Accounting standard setters and alternative standards, such as the Global Reporting Initiative (GRI) and European Union non-financial and sustainability reporting directives, are competing complementary initiatives.

Our results reveal a window of opportunity for accounting scholars to research and influence how intangibles and other non-financial and sustainability accounting will progress based on current developments.

This paper illuminates the mechanisms through which marketing practice and institutions produced, normalized and institutionalized systemic racism in support of imperialism, colonization and slavery to provide impetus for transformational change. Critical race research is drawn on to propose paths toward decolonial and anti-racist research agenda and practice.

The paper integrates multidisciplinary literature on race, racism, imperialism, colonialism and slavery, connecting these broad themes to the roles marketing practices and institutions played in creating and sustaining racism. Critical race theory, afro pessimism, postcolonial theories, anti-racism and decoloniality provide conceptual foundations for a proposed transformative research agenda.

Marketing practices and institutions played active and leading roles in producing, mass mobilizing and honing racist ideology and the imagery to support imperialism, colonial expansion and slavery. Racist inequalities in market systems were produced globally through active collusion by marketing actors and institutions in these historical forces creating White advantage and Black dispossession that persist; indicating an urgent need for transformative anti-racists and decolonial research agendas.

Covering these significant historical forces inevitably leaves much room for further inquiry. The paper by necessity “Mango picked” the most relevant research, but a full coverage of these topics was beyond the scope of this paper.

Marketing practitioners found themselves at the epicenter of a crisis during the Black Lives Matter protests. This paper aims to foster anti-racist ad decolonial research to guide practice.

This paper addresses systemic and institutional racism, and marketplace inequalities – urgent societal challenges.

To the best of the authors’ knowledge, the paper is the first in marketing to integrate multidisciplinary literature on historical forces of imperialism, colonization and slavery to illuminate marketing’s influential role in producing marketplace racism while advancing an anti-racist and de-colonial research agenda.

This paper aims to examine the marketing strategies designed by three innovative early 1900s food companies. It traces the coordination of these businesses’ research funding, advertising, direct mail and promotional tactics to show how they intersected and impacted consumers and health professionals in the period when scientists were first able to quantify the relationship between good health and food. The paper analyzes internal company documents, advertisements and marketing materials from Knox Gelatine, Borden and Sunkist.

Research for this paper benefited from the author’s unlimited access to the private documents of the Knox Gelatine Company and its executives. These documents were analyzed chronologically and thematically. They chronicled the company’s attempts to influence the medical world and the ways it cultivated home economists. The paper also used publicly available digitized documents from Sunkist and Borden. The paper would benefit from further detailed analysis of these documents to parse Knox’s targeting by race and ethnicity.

In the 1920s, Knox, Borden and Sunkist developed a marketing strategy which leveraged a new class of experts – the hundreds of thousands of medical professionals, home economists, teachers and government agents who advised American women. By distributing specific laboratory research on the nutritional benefits of their products to this emerging class of health professionals and the consumers who trusted them, these companies developed relationships with opinion leaders designed specifically to influence product sales.

This research benefited from access to the private documents of Knox Gelatine Company which divulge the company’s attempts to influence the medical world and cultivate home economists. The paper would benefit from further analysis of these documents to parse the company’s targeting by race and ethnicity as well as a deeper comparison to companies that tried to work with health professionals unsuccessfully and companies that adopted this tactic in the household products or tobacco area. Opportunities also exist to do a fuller analysis of variations in food marketing by rural versus urban as well as race.

By reconstructing the sequencing and content of these three companies’ 1920s marketing strategies, this research uncovers a form of early 20th century food marketing directed at health and science professionals which has been neglected in advertising histories.

This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.

To accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.

Overall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.

The study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.

With the increasing dependence on market-based distribution of health-care resources in the USA, spending on health-care service advertisements directly targeting consumers has also increased. Previous research has shown that the ads fail to deliver information deemed essential by regulators. Nevertheless, the attitude of consumers toward health-care service advertising has been more positive than negative. The purpose of this study is to create a taxonomy of advertising information features to better describe the relationships between information features in the advertisements and consumer attitudes toward them.

A cross-sectional survey was conducted with 128 health-care consumers in a western state in the USA.

Factor analysis generated seven groups of information features. Among them, information features about access, cost and quality of care were rated as most helpful, whereas providers’ clinical qualifications and communication were rated least helpful. The advertising attitude measure was validated to contain two subscales, one regarding health-care service advertising and the other regarding physicians who advertise. People who highly rated the consumerism features had more positive attitudes toward health-care service advertising and people who highly rated provider clinical qualification features had more negative attitudes toward advertising physicians.

This study made methodological improvements in health-care service advertising research that would be crucial for its theoretical development. It also shed light on consumer characteristics and perceptions about information features that could influence their attitudes toward health-care service advertising.

The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement outcomes between feed and banner placements before analyzing engagement outcomes of sponsored social media posts by advertising objective. This work aims to contribute to advertising effectiveness literature arguing for the importance of engagement as a measure of effectiveness.

Facebook advertising data were collected from a convenience sample of 10 Facebook advertisers that accounted for roughly $414,000 in advertising spend. Panel data, which are also called longitudinal or cross-sectional time-series data, used 26 months of data from the 10 advertisers to measure relationships between native advertising exposure and digital consumer engagement with advertising by advertising objectives of brand awareness, link clicks, conversions, post-engagement and video views.

Exposure to native advertising was a strong predictor of advertising processing and consumption using the three variables of interest: clicks, comments and shares. Ads reaching consumers while natively consuming content in their feed resulted in statistically significant improvements in impressions and clicks when compared to banner ads. Exposure to native ads was significantly related to all engagement outcomes of interest, except for advertisers who chose post-engagement as their advertising objective.

The results suggest that for advertisers seeking clicks, post-engagement objectives should likely be avoided. For this group, impressions were not related to link clicks but were related to comments and shares. Native advertising placements in the feed, however, are generally more effective than banner ads on Facebook for advertisers seeking engagement.

This research is one of few studies to use longitudinal advertising data to explore engagement effects using real-world data collected from a diverse set of Facebook advertisers over a 26-month period. This study shows that interactive marketers using a social media feed to reach consumers can expect positive outcomes in advertising consumption, affective and cognitive processing and advocacy, but those outcomes may vary by advertising objective.

Given the uniqueness of the data set, the findings contribute to native advertising literature and to the literature on digital consumer engagement with advertising in social media. The study also provides empirical support for the efficacy of native advertising.

The purpose of this study is to assess the presence of deceptive advertising practices in wine retailers’ e-mails and, if identified, to analyze the extent and content of these deceptive advertisements.

The study follows an observational research design to examine the accuracy of two claims that were made in 258 marketing e-mails from two major wine retailers in New Jersey, USA: (1) that all wines have 90+ scores; and (2) that these wines are offered at a deeply discounted price.

The study found that only 3.9% of cases accurately supported both major claims made: the wines having 90+ scores and being offered at a discounted price. Both claims were inaccurate in 64.7% of cases. Nearly half (49.3%) of the advertised wines had concealed critic’s scores below 90 points. Recipients were told they could save 37.2% by purchasing from the advertising retailer, but they could have actually saved 12.7% more by buying the wines elsewhere.

The study’s limitations include the small sample size. Variations between different wine retailers and their advertising practices require further investigation.

Advertised discounts and scores may be inaccurate or incomplete, causing consumer confusion and disappointment, erosion of wine advertisements’ as well as wine retailers’ and wine experts’ credibility.

Deceptive advertising can erode consumer trust and lead to unfair practices. Consumers may make purchasing decisions based on misleading information. Deceptive practices create an uneven playing field, giving businesses that engage in them an unfair advantage, hindering market transparency and ethical businesses. Policymakers should develop regulations to protect consumers and ensure fair competition.

An investigation of deceptive advertising practices in the wine industry has not been done before. This exploratory study contributes to consumer awareness and highlights the importance of truthful and transparent marketing practices.

Taking advantage of a unique measure of corporate culture obtained from advanced machine learning algorithms, this study aims to explore how corporate culture strength is influenced by board independence, which is one of the most crucial aspects of the board of directors. Because of their independence from the corporation, outside independent directors are more likely to be unbiased. As a result, board independence is commonly used as a proxy for board quality.

In addition to the standard regression analysis, the authors execute a variety of additional tests, i.e. propensity score matching, an instrumental variable analysis, Lewbel’s (2012) heteroscedastic identification and Oster’s (2019) testing for coefficient stability.

The results show that stronger board independence, measured by a higher proportion of independent directors, is significantly associated with corporate culture. In particular, a rise in board independence by one standard deviation results in an improvement in corporate culture by 32.8%.

Conducting empirical research on corporate culture is incredibly difficult due to the inherent difficulties in recognizing and assessing corporate culture, resulting in a lack of empirical research on corporate culture in the literature. The authors fill this important void in the literature. Exploiting a novel measure of corporate culture based on textual analysis, to the best of the authors’ knowledge, this study is the first to link corporate culture to corporate governance with a specific focus on board independence.

This study aims to examine the effects of risk disclosure and call to action (i.e. encouraging individuals to consult a health provider before they make any purchase decision) on young adults’ cognitive and behavioral responses to dietary supplement advertising.

A 2 (risk disclosure: absence vs presence) × 2 (call to action: absence vs presence) between-subjects online experiment was conducted with 124 college-attending young adults.

Including risk disclosure in probiotic supplement advertising increased young adults’ perceived message credibility, intentions to ask a medical doctor and sense of confidence in decision-making. The addition of call to action in probiotic supplement advertising improved perceived message credibility, trust in advertised brand, favorable attitude toward brand, intention to ask a medical doctor and purchase intention; however, a significant joint effect was not found between risk disclosure and call to action.

Although risk disclosure and call to action are significant techniques in pharmaceutical and health-care marketing, they have been overlooked by both research and practice of dietary supplement marketing. This study closes this gap by providing empirical evidence to generate a clear idea about the benefits of including risk disclosure and call to action in dietary supplement advertising.

This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic histories in influencing consumer acceptance (i.e. forgiveness and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective.

By using real celebrities, this study conducted a 2 (transgression history: high vs low) × 2 (philanthropic history: high vs low) × 2 (celebrity gender: male vs female) between-subject online experiment with 823 US young adults.

Results showed that forgiving (blaming) the transgressed celebrity was positively (negatively) associated with the celebrity’s endorsement potential. Transgression history had a significantly negative indirect effect on endorsement potential via its negative effect on forgiveness and positive effect on blame. Philanthropic history mitigated the negative indirect effect of transgression history on endorsement potential only for male celebrities, not female celebrities.

This study contributes to the current human brand and celebrity transgression literature and fills the research gap by using real male and female celebrities to incorporate the real history of celebrities as determinants of consumer judgment of celebrity transgression. This study also makes its unique contributions by focusing on the celebrity-related outcomes and demonstrating the moderating roles of past philanthropic behaviors and celebrity gender for their potential to mitigate the negative effects of transgression history on consumer responses to a single transgression.