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The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined.

Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions.

The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed.

The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

The paper seeks to explore the rights of researchers to use facts gathered from previous authors, even when there are only one or a small number of sources, and also to explore the limits of non‐literal copying of textual materials.

The paper consists of a conceptual analysis of legislation and cases that illustrate the effects of the law.

The paper finds that the charge of non‐literal copying of factual literary works is not accepted because of low levels of originality in structure of the material. Public policy based on the needs of scholarship provides a more predictable level of access to the contents of works.

Originality arguments are always open to try again. Only a policy statement will give a degree of certainty.

The paper aids in distinguishing the originality and policy arguments and who benefits from each, and also relates this problem to the more familiar one of the protection of free speech.

This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.

On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.

The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.

The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

I begin with a dispute over a fox hunt, by which to understand the law of tangible property, then develop that metaphor for the major types of intellectual property. I start with domestic U.S. patent law for the sake of concreteness, and generalize to other jurisdictions and types of intellectual property. In the latter parts of the paper I discuss the international implications of intellectual property, including especially the effects of information spillovers. The last part of the paper describes the hazards in analogizing “trade” in intellectual property rights to trade in goods, and particularly in interpreting international patent data. These hazards motivate the search for a structural model specially adapted to the purpose of valuing international intellectual property rights and rules. The goal is to give economists a simple and integrated framework for analyzing intellectual property across time, jurisdiction and regime type, with an eye towards eventually developing other incentive systems that have the advantages of property (such as decentralized decision-making), but fewer of the disadvantages.

Consumers’ needs are satisfied by the pleasurable experience from a product’s promotional environment (e.g. store setting, advertisement, or catalogue page). The present paper examined whether components of experiential pleasure from a catalogue page influenced approach responses towards the featured fashion apparel product. Most hypotheses were supported. Specifically, sensory and cognitive pleasure from a catalogue page positively affected approach responses of global attitude, multi‐attribute attitude, and willingness to buy the featured product, but not price willing to be paid for the product. Statistically significant multiple regression analyses revealed that “experiencing oneself in the imagery involving the product” was the component of cognitive pleasure that affected the dependent variables, as hypothesized. Implications for marketing/consumer behavior research and promotional environments are provided.

This paper uses an inductive approach to define “gray copyright.” It is needed to describe those situations in which the practical degree of copyright protection can best be measured in shades of risk rather than in simple terms of black and white.

Two methods are used. One is an inductive definition builds up the term's meaning example by example and layer by layer. The second is a behavioral experiment in the spirit of the prisoner's dilemma game.

In the examples of gray copyrights the deciding factor in the grayness is not its legal status, but the economic value of enforcing the usage rights. In the experiment the students have an opportunity to acquire a personal sense of the risks and choices involved in copyright infringements.

This analysis shifts the emphasis from the question of legal right and wrong to the economic issue of what risks are potential infringers and rights holders prepared to take.

This investigation set out to uncover whether CSR appeals – socially and/or environmentally oriented efforts promoted as part of a corporation’s advertising campaign – present a fruitful strategy for pharmaceutical manufacturers. This study investigates whether consumers in the two countries are similar with regards to (1) attitudes toward CSR engagement (2) perception of the social engagement of a company (3) perceived product/cause fit and (4) evaluation of CSR versus non-CSR appeals in OTC pharma ads. A field study was conducted (483 subjects; non-student sample) to explore how a standardized promotional message with or without a CSR appeal is perceived in a cross-cultural setting. Results indicate that consumers’ response (with regard to attitudes toward CSR, perceived social engagement by a company, perceived product-cause fit, as well as ad evaluation) all varied by country. Consumer responses were only tested with regard to a fictitious product as well as for one product category. Overall results suggest that CSR messages resonated more with some consumers than with others and, thus, may need to be tailored by market. Apart from a very small number of investigations, neither consumer evaluations of over-the-counter (OTC) drug ads in general, nor responses to CSR ad appeals in particular, have been explored. Thus, this investigation’s primary goal is to explore responses toward CSR messages in non-prescription drug ads in the United States and Brazil.

Despite the growing trend toward the interactive medium, there would appear to be a lack of comprehensive research methodology for evaluating the degree of standardisation in multinational corporations’ (MNCs’) online communication strategies across differing cultures. The objective of this exploratory study is to construct a research framework for cross‐cultural comparison of corporate Web pages, applying traditional advertising content study techniques. A series of pre‐tests were conducted to examine three explanatory variables, i.e. information content, cultural values and creative strategies on Japanese MNCs’ product‐based home pages in Japan, Spain and the USA. The results revealed that Japanese firms tended to localise their online communication strategies in their target markets. In closing, future research directions are discussed and content analysis research designs are summarised.

The impetus for this paper was the Channel 5 documentary Who Cares for Gary? and the combined efforts of the author, her family and friends to challenge practice within one of the units featured. The paper describes a fundamentally disruptive sequence of decisions and events in the life of the author's brother and affirms that the consequences of abuse and mechanisms to challenge it go beyond individual suffering.

Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim to show that message involvement influences attitude towards green advertisements.

To test the proposed model, an experimental study based on a sample of young adults in an emerging economy was used to investigate if situational involvement can produce favourable attitudes towards green advertisements.

Using PLS, it was found that fear and response efficacy increased message involvement which in turn was a significant predictor of attitude towards the advertisement. The findings show that advertisers can use these variables to increase message involvement.

This research extends previous studies on message involvement and expands current knowledge by showing that situational involvement predicts attitude towards green advertising.