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This paper aims to review the history of Roldós y Compañía, one of the oldest advertising agencies in the world and the oldest currently operating. This research aims to highlight the importance of this agency and its founder, Rafael Roldós Viñolas – the first documented advertising agent in Spain to this day – in shaping the emerging Spanish advertising industry at the end of the 19th century.

The methodology used in this paper is based on a review of period and contemporary literature, as well as on newspaper sources and documents from the private archive of Roldós, S.A.

In its early years, the agency’s participation in two of the most significant events for the modernization of the city of Barcelona, the Universal Exhibition of 1888 and the International Exhibition of 1929; as well as the ideation and implementation of several urban projects with the aim of finding new formulas and advertising media are factors that make it one of the most important in the country. In 1929, the alliance Roldós-Tiroleses, S.A. de Publicidad, the first great merger of advertising agencies in Spain, which lasted three years, was led. The outbreak of the Civil War and the subsequent post-war period marked a few years of business irregularities and advertising silences that gave instability to its activity. During the last third of the 20th century, the agency was immersed in the generalized advertising euphoria around the world. With the arrival of North American agencies in Barcelona and the consequent business movements, Roldós, S.A. specializes in the processing of advertisements and media planning. The 21st century began with important changes in the media planning sector, and the agency was forced to restructure its services and organizational structure. In 2022, it celebrates 150 years of uninterrupted activity, recognized by the country’s business sector.

This research aims to internationalize the history of the Roldós y Compañía agency, so that it can be studied together with other names of Anglo-Saxon advertising pioneers who were contemporaries of Rafael Roldós.

Scientific research on the history of advertising agencies, especially in Spain, is scarce, so this paper aims to help fill this gap.

There is a lot of talk about the electric car today, but these vehicles are not new. Indeed, thebeginning of the 20th century saw electricity and the automobile take hold in North American society, so that by 1910, the electric car was everywhere. Until the turn of the 1920s, a new era dawned for transportation in the USA, but without the electric car. The purpose of this study is to question Why did it happen.

This paper develops such a comparison, not of the cars themselves, through a detailed engineering analysis, but rather of the marketing of electric vehicles in the USA in 1910 and 2010, as it appeared in the marketing strategies of the manufacturers.

There are many technical and economic reasons for this, but not only; there are also commercial strategy reasons. The position of manufacturers, especially through advertising and the press, can tell us about this golden age of the electric car, what precipitated its fall, and its reappearance a century later.

It is a comparison of images, of how electric vehicles had been and are proposed to the public, through the exploration of mainly promotional material and newspaper articles.

This study aims to describe and evaluate various visual and creative tools for supporting the in-depth biographical interview aimed at analyzing educational communities and their stakeholders.

Researching educational spaces today requires new ways of understanding, analyzing and studying. The complex characteristics, functions and realities demand research that responds to educational singularities. It is a matter of deeply understanding the educational phenomenon's peculiarities. For these purposes, instruments and research paradigms are needed to extract data and reach information saturation regarding the data obtained from the proposed objects of study. With this in mind, the following paper suggests reflecting on data collection tools that can complement the interview and biographical-narrative research approach. The authors highlight the use of photo-elucidation, the biogram-based timeline, the organigram and the flight of the geese, all of which are instruments endowed with a visual character that allows a deeper understanding of the object studied.

The main contribution of this paper is to unpack the uses and applications of four visual tools that support the interview technique. First, photo-elucidation is presented as a sensory strategy to stimulate the narrative during the dialogical exchange of the interview. Next, the timeline is described as a visual concretization of the traditional biogram widely used in educational research. Next, the authors unravel the uses of the organizational chart in educational research, which, due to its nature and utility, provides a glimpse of the organizational functioning of an institution and is particularly suitable for research in institutional frameworks. Finally, the tool known as the flight of the geese is presented. This tool is recommended for use in educational leadership and teamwork studies due to its simplicity and high representativeness of the hierarchy of roles and functions.

Researching educational spaces today requires new ways of understanding, analyzing and studying. The complex characteristics, functions, and realities demand research that responds to educational singularities. It is a matter of deeply understanding the educational phenomenon's peculiarities. For these purposes, instruments and research paradigms are needed to extract data and reach information saturation regarding the data obtained from the proposed objects of study. With this in mind, the following paper invites us to reflect on data collection tools that can complement the interview and biographical-narrative research approach. The authors highlight the use of photo-elucidation, the biogram-based timeline, the organigram, and the flight of the geese, all of which are instruments endowed with a visual character that allows a deeper understanding of the object studied.

By analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period.

This study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages.

This study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences.

Being the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.

The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When examining promotion strategies, the study focuses on the change in marketing and public relations strategies based on the incorporation of information and communication technologies and, in particular, the use of the internet.

This study draws on a qualitative analysis of the different strategies used by traditional agencies and online agencies in Spain from the mid-19th century to the present. This analysis shows how traditional communication strategies survived at the beginning of the 21st century, together with other more innovative ones, while some disappeared, being eliminated by the new online travel agencies, which created a particular conception of marketing and communication. This paper is divided into the following parts: the introduction; the beginnings of travel agency promotion in the 20th century; the evolution of promotion in travel agencies since the late 20th century; communication innovation at the beginning of the 21st century; online travel agencies; and conclusions.

This study shows that although online agencies did not manage to position themselves with a large turnover, they generated advantages and sharpened their imagination to create a new, more economical advertising model, eliminating the costs of public relations and advertising campaigns. In addition, they allowed clients to have greater independence when making their reservations, while enabling them to monitor the tastes of potential and real clients and add blogs so that consumers could express their degree of satisfaction with the product or services provided by the agency.

The focus of attention is the travel agency sector in Spain and, more specifically, communication. Studies on travel agencies and their marketing have been very scarce and partial, impeding professionals in the tourism sector from having a broad vision to direct their promotional and public relations actions. The originality of this article lies in its making a comparison between two different visions of tourism marketing and, specifically, of travel agencies, that is, the traditional vision and the innovative one. It thus helps all professionals in the sector to value and improve their marketing and communication strategies.

This study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental approach.

The authors adopted a qualitative experimental approach and the authors conducted two experiments over six months. In the first experiment, participants were asked to view five print advertisements related to five different luxury brands. In the second experiment, the same participants were asked to view another five print advertisements on non-luxury brands. The qualitative thematic differences for each brand were analyzed using NVivo software, employing the theoretical assumptions of Petty and Cacioppo's (1981) elaboration likelihood model (ELM).

In experiments 1 and 2, it was identified that brand experience, personalized brand experience, product quality, product quantity, personal image-conscious, nonpersonal image-conscious, affordability and unaffordability as the main thematic findings leading to consumer attitude persuasion.

The two main contributions are as follows: theoretically, applying a social psychology theory to the advertising industry offers an understanding of the social cognition stages of a human mindset. As a practical implication, this study's findings guide advertising agencies, marketers and salespeople regarding how to design effective print advertisements in a way that persuades consumer attitudes.

Through the theoretical assumptions of Petty and Cacioppo's (1981) ELM, this paper can be considered one of the first studies to combine social psychology and advertising to investigate the differential effects on consumer brand attitude persuasion for luxury and nonluxury brands.

This paper aims to amplify the retrieval and utilization of historical newspapers through the application of semantic organization, all from the vantage point of a fine-grained knowledge element perspective. This endeavor seeks to unlock the latent value embedded within newspaper contents while simultaneously furnishing invaluable guidance within methodological paradigms for research in the humanities domain.

According to the semantic organization process and knowledge element concept, this study proposes a holistic framework, including four pivotal stages: knowledge element description, extraction, association and application. Initially, a semantic description model dedicated to knowledge elements is devised. Subsequently, harnessing the advanced deep learning techniques, the study delves into the realm of entity recognition and relationship extraction. These techniques are instrumental in identifying entities within the historical newspaper contents and capturing the interdependencies that exist among them. Finally, an online platform based on Flask is developed to enable the recognition of entities and relationships within historical newspapers.

This article utilized the Shengjing Times·Changchun Compilation as the datasets for describing, extracting, associating and applying newspapers contents. Regarding knowledge element extraction, the BERT + BS consistently outperforms Bi-LSTM, CRF++ and even BERT in terms of Recall and F1 scores, making it a favorable choice for entity recognition in this context. Particularly noteworthy is the Bi-LSTM-Pro model, which stands out with the highest scores across all metrics, notably achieving an exceptional F1 score in knowledge element relationship recognition.

Historical newspapers transcend their status as mere artifacts, evolving into invaluable reservoirs safeguarding the societal and historical memory. Through semantic organization from a fine-grained knowledge element perspective, it can facilitate semantic retrieval, semantic association, information visualization and knowledge discovery services for historical newspapers. In practice, it can empower researchers to unearth profound insights within the historical and cultural context, broadening the landscape of digital humanities research and practical applications.

Exploring the determinants of a winery brand reputation (BR) and how those determinants interact is vital for the sustainable development of wineries as well as the growth of the wine industry as a whole. This study aims to test an integrated model to better understand the observed measurement constructs of winery brand reputation, including collective reputation (CR), wine label (WL), expert opinion (EO), social media advertising (SMA) and consumer wine knowledge (CWK).

In-depth interviews, an expert panel review and a pilot study were conducted to examine and improve the observed variables. A questionnaire survey was conducted as the main data source for the study. A total of 616 valid questionnaire responses were collected from 102 cities in mainland China and Hong Kong, Macao and Taiwan from December 2021 to April 2022. Structural equation modeling was conducted for the data analysis.

This study supported 9 of the 18 proposed theoretical hypotheses. WL, EO and SMA had positive effects on BR. CWK was found to have a moderating effect on the relationship between expert opinions/social media advertising and brand reputation.

The results of this study can guide wine practitioners, researchers and administrators in brand development, label regulation and consumer education.

To the best of the authors’ knowledge, this is the first attempt to examine the determinants of winery brand reputation among Chinese wine consumers. This study explains the mechanism of winery brand reputation, demonstrating the dynamics and effects of the observed measurement constructs on brand reputation.

This study aims to use a theoretical-based case study of two distinct ownership groups of the Jack Daniel’s brand to explore how rhetorical history (i.e. malleability of the past for strategic goals) may evoke and capitalize on different forms of nostalgia. Within, the authors configure four forms of nostalgia (i.e. personal, historical, collective and cultural) from the individual or collective interaction and level of direct experience one has with the past as lived or happened.

This study uses an historical research approach which involved the identification of primary and secondary sources, facility tour, source criticism and triangulation to create themes of rhetorical history infused with nostalgic narratives using compelling evidence through rich description of this fusion.

The findings reveal how nostalgia-driven narratives reflecting different collective longing for the re-creation of an American Paradise Lost used by Jack Daniel (i.e. the man) and later but differently by Brown-Forman. This study uncovers how the company’s inherited past was used rhetorically throughout its history, beginning with the nostalgic story of Jack Daniel and the distillery’s nostalgically choreographed location in Lynchburg, Tennessee. This study delves into this setting to highlight the importance of symbols, details, emotional appeals and communications for collective memory and identity development and to showcase the ways in which they are influenced by different types and forms of nostalgia.

This study adds to a limited number of studies focused on understanding the impact of founders on an organization’s brand and how that is malleable. This study responds to scholarly calls to study the influence of sequenced historical rhetoric on an organization and highlight the relevance of social emotions such as nostalgia for rhetorical history. Finally, the theoretical contribution involves the advancing and construction of a theory typology of nostalgia previously proposed by Havlena and Holak in 1996.

Key performance indicators (KPIs) play a pivotal role in evaluating the level of success of an organization in achieving its business objectives. The objective of the current research is to identify and prioritize effective KPIs in branding products and construction projects, which contribute to the success of construction companies in a competitive environment.

The present research is of an inferential, descriptive and survey nature. In this study, we identified the influential key performance indicators of construction companies in branding products and construction projects for success in a competitive environment through a literature review and expert opinions. The data were collected using a questionnaire, and a combination of the one-sample t-test method with a 95% confidence level and the fuzzy multiple attribute decision-making (FMADM) method was employed for analysis.

The results indicate that the most influential key performance indicators for construction companies in branding products and construction projects for success in a competitive environment are, in order of significance, the following indices: “Marketing and Advertising,” “Financial,” “Creativity,” “Technical and Operational” and “Social and Political.”

The present research examines the importance of branding construction products and projects for the success of construction companies by improving their business objectives and utilizing key performance indicators throughout the product lifecycle (production and construction). This study provides solutions on how construction companies can increase their competitive advantage through branding and achieve long-term success in the global construction industry.