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The purpose of this study is to incorporate aspects of existing research to develop a model of hospitality students’ willingness to work with older adults. It evaluates whether the addition of multi-age perspective (MAP), a concept adapted from multi-cultural literature which addresses perceptions of different age groups, and separating attitudes into favorable and unfavorable constructs provide better predictive power than previous models.

A survey combining various measures suggested from the literature was conducted electronically with hospitality students from five US universities.

Factor analysis and structural equation modeling resulted in a model of the relationships between six latent constructs: contact quality, aging anxiety, MAP, unfavorable attitude, favorable attitude and willingness to work with older adults. While MAP and contact quality significantly influenced the respondents’ unfavorable and favorable attitudes, aging anxiety only affected their unfavorable attitude. Respondents’ MAP was the strongest antecedent for willingness to work with older adults, followed by favorable attitude and unfavorable attitude.

The research investigated the beliefs of hospitality students studying in the USA and may not be representative of all younger hospitality workers and those in other countries.

Incorporating MAP into both educational and business contexts through methods such as intergenerational service learning, leadership commitment to age-diversity and reverse mentoring will facilitate cooperation and improved relations among younger and older hospitality workers.

This study is the first to apply the construct of MAP to hospitality and to separate the constructs of the influence of unfavorable attitudes from that of favorable attitudes.

The study examines superintendents' attitudes toward community participation at the advisory and control levels in four areas of educational policy making: curriculum, student policy, finances, and personnel. Three hypotheses were posed: (1) superintendents' attitudes toward community advisement would be more favourable than their attitudes toward community control; (2) attitudes would differ on four selected school issues; (3) five independent variables (size, ethnic composition of system geographic location, geographic setting, and type of community involvement practiced) would influence the superintendents' attitudes toward advice and control. The names of superintendents with student populations over 15,000 were obtained from the Educational Directory. Superintendents' attitudes toward community participation at the advisory and control levels were measured on the Community Participation—Community Control Attitudinal Inventory. The results support hypotheses (1) and (2). For hypothesis (3), only size (over 50,000/under 50,000) and school setting (suburban/city) were significant independent variables. The larger the system the more favourable the superintendents' attitudes toward community advisement on curriculum issues, student policy issues, and personnel issues. However, they held less favourable attitudes toward community control of school finances than superintendents from smaller school districts. On community advisement re student policy issues, superintendents from city school districts held more favourable attitudes than their suburban counterparts; they held, however, less favourable attitudes on community control of school finance issues than suburban superintendents.

This paper aims to investigate consumers’ attitudinal and behavioral responses to brand crisis and examine an empirical model to explain consumer’s internal process in the context of negative information about a brand, analyzing the relationships between the brand association types, brand-customer relationship strength and consumers’ responses depending on the types of brand crises.

This study uses an integrative approach based on qualitative and quantitative methods: a focus-group interview and an experiment.

The results indicated that consumers’ responses were more favorable in the corporate ability (CA) crisis than in the corporate social responsibility (CSR) crisis. In addition, consumers with high brand-customer relationship strength and brand associations for CA (CSR) showed more favorable responses to a brand crisis related to CA (CSR) than to that related to CSR (CA).

Managerially, firms should improve their marketing activity to reinforce particular brand association type that strongly related customers mainly have. In addition, firms should carefully find the best timing and channel that strongly related customers usually access, to present corporate corresponding statements in brand crisis and information of their corporate crisis-coping process.

Theoretically, this study will contribute to the literature on brand crises by providing critical insights into the mechanism underlying consumers’ responses to brand crises.

The purpose of this paper is to investigate the effect of game-speed on brand attitude and mediating role of thought favorability in the speed-attitude relationship in the context of in-game advertising (IGA). Specifically, this investigation employs the Limited Capacity Model of Attention and the heuristic-systematic model to explain the conditions under which in-game brand placements form favorable or unfavorable thoughts about the game and the embedded brand, and subsequent brand attitude.

In total, 78 student-gamers participated in the study. One-tailed independent-samples t-tests and a path analysis were used for hypothesis testing.

Results revealed that fast-paced games resulted in higher thought favorability and more favorable brand attitude than the slow-paced games. Furthermore, the results also showed that thought favorability mediated the relationship of game-speed and brand attitude among Indian gamers.

This paper adds to advertising literature from a non-traditional advertising perspective, primarily in the context of IGA, and explains the role played by game-speed as an antecedent to thought favorability that adds value to thought favorability and brand attitude relationship. Also, the study provides an important implication for the marketers that to generate more positive brand attitudes and high favorable thoughts, advertisers and game-developers must focus on high-speed games.

This study is the first in its stream toward understanding the mediating role of thought favorability in determining the persuasion effect on Indian gamers’ brand attitude in the context of online advertising from attention and elaboration perspectives.

This study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing initiatives.

Two separate studies were conducted. Online experiment was designed implementing both message and treatment variance to increase internal and external validity of the study. Data collected from two distinct samples were analyzed using MANOVA and ANOVA.

Findings from Study 1 indicated that consumers’ perceived message credibility, attitude toward message and attitude toward brand were highest for congruent messages, followed by when incongruity was resolved and lowest when incongruity was not resolved. Further, consumers’ brand attitudes before and after message exposure were different, with change being most positive for incongruity resolution, followed by congruity, whereas negative for incongruity non-resolution. Findings from Study 2 indicated that consumers’ general attitude toward brands’ US-based sourcing strategies influenced their brand attitude, as well as moderated the relation between schema congruity/incongruity resolution/incongruity non-resolution and brand attitude.

The findings are helpful for brand managers and sourcing personnel to better invest their resources in US-based sourcing strategies. In addition, the findings of the study contribute and extend theory by identifying a boundary condition.

The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude.

A 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses.

The results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge.

This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame.

This study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.

Personal interviews with 84 marketing information system (MkIS) users in 33 UK marketing companies were conducted in order to determine attitudes towards MkIS and to relate attitudes to usage. In general, user attitudes were favourable regarding usefulness of information, ease of access, user orientation, improvement in managerial performance, competence in channelling information to the right people and ease of reading and understanding reports. However, attitudes regarding timeliness and reliability of information were less favourable. Significant relationships were found between some usage variables and attitude factors. It is important that user attitudes are favourable regarding the sophistication of, and prestige conferred by the MkIS, the degree of assistance provided and the capability of the system to discriminate between the needs of different users.

Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups.

Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers.

The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group.

The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups.

This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Portraying sex in advertisements is a widely used technique by many marketers in their promotional programmes. Some previous research has explored the relationship between attitudes toward advertising and effectiveness of sexy advertisements. However, there are gaps in this research and the authors describe an investigation which attempts to fill these gaps.

An improved investment environment and aggressive foreign direct investment (FDI) liberalization strategies have enabled Asian countries, such as Korea and Vietnam, to attract sharply increased FDI inflows and multinational corporations (MNCs) during the 1990s. Indonesia, however, has suffered from stagnated FDI inflows and, in particular, continued divestment since late 1998. In this paper, we report the survey results of recent changes in attitudes toward foreign MNCs perceived by government officials and business leaders in these three Asian countries, and investigate the major individual attribute determinants of their assessment of foreign investments using econometric tools. We also discuss policy implications of these findings for host‐country FDI policy makers and the international business community.