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In recent years, increasing competition in communicational network of Iran has led to attracting more attention to marketing and particularly, advertising activities. The aim of this paper is to examine the effect of TV advertising appeals of communication companies (in this study, MTN Irancell Company) on customers' attitude towards their advertising efforts and their brand.

The aim was achieved through an empirical study involving a survey. Of 400 questionnaires sent out, 384 were returned. The dataset from the sample underwent series of statistical analyses, i.e. reliability test, factor analyses (exploratory and confirmatory) and structural equation modelling (SEM).

Factor analyses extracted seven dimensions, i.e. one‐sided appeal, two‐sided appeal, humour appeal, fear appeal, comparative appeal, attitude toward advertising and brand attitude. All related indicators manifested their constructs, respectively. The results show that there is a positive, direct, and significant relationship between: advertising appeals and attitude towards advertising; advertising appeals and brand attitude; and attitude towards advertising and brand attitude.

The paper empirically justified the interrelationship among advertising appeals, attitude toward advertising and brand attitude in an integrated model. Communication companies may find this paper useful as perceptual measures can be empirically substantiated using SEM.

Despite still being younger than a decade, the theory of multisided markets has offered numerous valuable insights for the analysis of industries in which a supplier serves two distinct customer groups that are indirectly interrelated by externalities. Examples include payment systems, matching agencies, commercial media, and software platforms. However, professional sports markets have largely been neglected so far in this kind of research although they possess the characteristics of multisided markets. The purpose of this paper is to contribute to filling this gap by describing the platform elements of professional suppliers of sports events and by conceptually outlining issues where an application of this theoretical framework is likely to provide valuable insights and to add to the existing knowledge. Among these problems are integrative pricing strategies of sports clubs towards such different customer groups as attendees, broadcasters, sponsors, etc., including their welfare and antitrust implications, and design decisions of sports associations, in order to promote positive feedback loops among the customer groups as well as management strategies to reinforce positive externalities among customer groups and alleviate negative ones.

The paper applies the theory of multisided markets to sports markets. It analyses whether the participants and their interrelations can be described as facing a multisided market context and briefly outlines the strategy implications for sports business.

The paper finds that the multisided market framework offers a promising framework for analysing sports business and adds insights to several problems of sports markets that “traditional” analysis cannot fully solve.

This is the first paper to systematically discuss the applicability of the multisided market framework to sports markets. As a conceptual paper, it hopes to stimulate further research in this area and open a promising avenue for scientific progress in the field.

The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia.

The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares.

The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia.

Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies.

This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.

The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.

This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

It is unclear what constitutes the tourism live streaming (TLS) servicescape and how it affects users' travel intention (TI). The study aims to explore the composition of the TLS servicescape, the influence mechanism of the TLS servicescape on users' TI and the formation of users' TI.

Based on stimulus organism response theory (SOR), we develop a mediation model to explore the influence of TLS servicescape on users' TI. This study collected data from 432 Chinese TLS users through an online questionnaire, and we used the structural equation model and the SPSS PROCESS macro to test the proposed model. In addition, we tested the variable relationships using fuzzy-set qualitative comparative analysis (fsQCA).

TLS servicescape is a second-order variable that can be categorized into physical element (PE), social element (SOE), symbolic element (SYE) and natural element (NE). TLS servicescape influences TI by affecting social presence (SP) and customer engagement (CE). The fsQCA reveals seven combinations of PE, SOE, SYE, NE, SP and CE that form a high TI for TLS users.

Using multiple data analysis methods, the study emphasizes the significance of the TLS servicescape for TLS. It explores how to evoke users' TI in TLS and provides a reference for TLS marketing.

Industrial concentration is broadly defined as: a few firms controlling a substantial share (assets, revenues) of the market. In the banking sector, this paper shows that the largest 50 banks in the world control about 50 percent of assets of the largest 1,000 banks. Two well known indexes of concentration were used (the Herfindahl and Theil’s entropy) to check the levels of concentration between 1990 and 2002. For purposes of robustness, the world’s largest 100 banks were also investigated. It was found in both cases that the concentration in 2002 was statistically significant as compared to concentration in the previous decade

The purpose of this paper is to investigate beliefs about and attitudes toward Web advertising (ATWA) among Iranian consumers, and the relationships between belief factors, ATWA, consumers’ Web advertising behavior, and purchase intention.

A quantitative, non-experimental, and descriptive-analytic survey design was used in this study. Data were collected from students of two big universities in Iran. A total of 416 questionnaires provided usable data and were analyzed using AMOS.

Product information, hedonic, social role, and irritation were significant predictors of ATWA. ATWA were found to be a significant positive predictor of consumer's Web advertising behavior and purchase intention.

The limitation is that convenience sampling was used in the research which may have resulted in sampling biases.

The paper extended the current body of knowledge on Web advertising by investigating the role of two new factors in Web advertising context. It has been conducted based on Wolin et al.'s (2002) work along with two additional factors; irritation and purchase intention.

Corporate crime is prevalent and imposes enormous costs on society, yet our understanding of its antecedents remains poor, especially in relation to executive characteristics. In this study, we examine the influence of CEO childhood social class on corporate crime. Using a unique data set of CEOs at the largest US corporations, we consider CEO childhood background and develop the argument individuals raised in middle-class families have a greater disposition to commit wrongdoing within the corporations they lead. Specifically, growing up middle-class leaves a lasting status-anxiety imprint, which increases the tendency to engage in corporate crime to preserve or enhance social status. Furthermore, we show two status-anxiety-minimizing factors – Ivy League education and membership in a prominent golf club – weaken the effect of middle-class upbringing on corporate crime. Our findings suggest childhood social class has significant explanatory power for executive behavior and corporate outcomes.

This study aims to explore if and to what extent an online avatar-assisted virtual classroom can work to alleviate groups of Japanese university students’ anxiety around giving spoken presentations. It also explores how to create a more inclusive language learning environment and encourage interaction between the students in the virtual classroom.

A self-reported survey compares the same group of students’ responses to three learning contexts: an everyday in-person or conventional English learning classroom; an online videoconferencing-based classroom, via Zoom; and an online “virtual” or avatar-based classroom simulation, via the software “Gather”.

The findings suggest that the avatar-assisted virtual classroom helps students experience the least amount of fear and apprehension when speaking out loud in English and improves their speaking confidence. Similar to the findings in terms of everyday in-person lessons, the overwhelming majority of students attending Zoom lessons showed high levels of anxiety toward speaking out loud.

Challenges making use of the target language remain a persistent source of stress for Japanese students. The global shift toward online learning and the associated technologies have created opportunities to experiment with novel approaches to teaching. The discussion considers the data in the context of online classroom environments and existing speaking anxiety research. While the sample size is small, this study seeks to provide a safe and non-threatening learning environment for disadvantaged and diverse students, as well as suggestions for further research.

In this paper the competitive landscape of financial institutions is shifting and internet banking is no longer a competitive advantage but a competitive necessity for banks. However, a limited number of empirical studies have been published in the marketing literature about electronic banking. This paper seeks to examine consumers' choices between electronic banking and non‐electronic banking in New Zealand.

The paper shows that the data for this analysis were obtained through a mail survey sent to 1,960 households in New Zealand. The decision to use electronic banking is hypothesised to be a function of service quality dimensions, perceived risk factors, user input factors, price factors, service product characteristics, individual factors and demographic variables such as age, gender, marital status, income, etc. Logistic regression is used to analyse the data. The discrete dependent variable measures whether an individual is an electronic banking or non‐electronic banking user.

The findings in the paper show that the output from the logistic regression indicates that the service quality, perceived risk factors, user input factors, employment, and education are the dominant variables that influence consumers' choice of electronic banking and non‐electronic banking channels.

This paper provides an improved understanding of consumers' choice between electronic and non‐electronic banking. This paper also identifies new relationships, and provides findings that further support, confirm, or contradict previous studies. In addition, it provides insights into the links between electronic banking and consumer decision making, to help provide strategies, recommendations and guidelines for the banking industry.

The paper shows how banks are developing, and utilizing new alternative distribution channels to reach their customers.