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This study aims to explain how program liking, program connectedness, and product category involvement influence brand attitudes as a result of advertiser funded programming.

We conduct a field study on a panel of real television viewers that were surveyed one week after the final episode of an advertiser funded fashion program was broadcasted. A moderated mediation model is constructed and tested that captures the interplay of three determinants of brand attitudes: program liking, product category involvement, and program connectedness.

Liking of the program is transferred to brand attitudes. This effect is complementarily mediated by connectedness with the program, and this mediation is moderated by product category involvement. Program liking only spills over to brand attitude through connectedness for viewers with moderate to high levels of involvement with the sponsor product category.

The findings add to the understanding of the role of program liking and program connectedness in the formation of brand attitudes. Although prior research has established that liking and connectedness are indeed an important determinant of brand attitudes, this research unveils product category involvement as an important boundary condition for this effect.

Consumers can develop liking for even an advanced form of brand placement, an Advertiser Funded Program (AFP). When consumers’ evaluations of the program are positive, they connect to the program on a personal basis, also leading to positive brand effects. Advertising practitioners should focus on the meaningful integration of their brand in a context that is involving for their target audience.

To investigate consumer responses to conditional (CRM) versus unconditional (corporate philanthropy) corporate giving initiatives in advertising. Cross-cultural approach to investigate whether Dutch and Germans differ in their responses.

2×3, between-subjects experiment, involving 178 Dutch and German consumers (convenience samples). Nationality and type of corporate giving initiative were the independent variables. Type of corporate giving initiative was manipulated in a product advertisement. Attitude to company, attitude to product and purchasing intent were measured in a written questionnaire.

Main effect for type of corporate giving initiative: participants exposed to the conditional (CRM) or the unconditional (corporate philanthropy) giving initiatives displayed significantly more positive attitudes to company than participants in the control condition. Main effect for nationality: German participants were significantly more positive about the product and the company than the Dutch. No effects on purchasing intent, and no interaction between nationality and type of corporate giving initiative.

Communicating about corporate giving (in advertising) can contribute to positive consumer outcomes, with respect to attitude to the company. The two nationalities studied did not differ in their response to the two types of corporate giving initiative, suggesting that both types could be effective in boosting corporate reputation in these countries.

Cross-cultural research on consumer response to CSR initiatives is underrepresented, as are studies that investigate the relative effects of different types of corporate giving. This study regionally expands research on the efficacy of corporate giving to Germany and the Netherlands.

Purpose – To better understand the general marketing sensitivities of Generation Y and the manner in which Congruency Theory and the Elaboration Likelihood Model (ELM) may apply.

Design/methodology/approach – A quantitative two-factor (peripheral cue congruency and relative product involvement) between-subjects design was used to determine the attitudinal impact associated with the use of congruous peripheral cues in high- and low-involvement product situations.

Findings – Generation Y's attitudinal responses to peripheral cues both align with and vary from the general predictions of the ELM. Relative product involvement is more important than peripheral cue congruency in the formation of attitudes toward an advertisement.

Originality/value – Generation Y is a powerful social and economic consumer group whose attitudinal responses to marketing appeals have not been extensively studied. The current study furthers understanding within this important arena.

Research implications/limitations – The use of congruent peripheral cues is not sufficient to generate positive attitudes in both high- and low-involvement product scenarios. Effective marketing must move beyond cue congruency to include an involved “lifestyle fit” that will effectively generate positive attitudes. Limitations include the sole review of print advertisements and a sole reliance on college-attending members of Generation Y. Future research should examine the impact of congruency on advertisements whose strategic intent focuses on awareness or action rather than on mere attitude change.

Counterfeiting is an increasing global problem, which affects a wide spectrum of industries – fashion, pharmaceutical, cosmetic, electronic, food processing etc. Globalisation, growth of the world commerce, new markets and technology development have contributed to the growth of the phenomenon of counterfeiting. Besides, counterfeiting has an unfavourable effect on legitimate manufacturers, consumers, as well as on national and international economy.

This chapter is aimed at presenting attitudes of consumers in Bosnia and Herzegovina toward counterfeit products. The intention was to examine whether and why consumers buy counterfeit products, which counterfeit products are purchased most frequently, consumers' attitudes toward counterfeit products and the degree of awareness of the risk of using counterfeit products.

Results of a research conducted on the sample of 427 respondents in Bosnia and Herzegovina reveal that 78.2% of them have bought a counterfeit product, while the most frequently purchased kinds of products include clothes and footwear. The results show that consumers typically buy counterfeit products over the internet or in the local marketplaces, and that the most frequent reasons for buying counterfeit products include lower prices, impossibility to buy the original product and the impossibility to recognise a counterfeit product. The research has also showed that most respondents agree that product counterfeiting affects both manufacturers and the national economy. It was also revealed that the respondents are aware of the risks that counterfeit products may cause.

This study is set out to assess the country of origin effect on Turkish consumption practices in order to provide a richer context for its formation process.

The research is exploratory and interpretative in nature. It follows a qualitative design with in-depth analysis of consumption experiences by utilizing semi-structured interviews.

The research shows that country of origin effect is product specific, and when it exists, it has an essential effect on product evaluations. It reveals that the country of origin effect is intrinsically constituted with the individual perceptions of and attitudes toward brands, countries, and past experiences, and it is extrinsically constituted with socially created perceptions by media, marketplace myths, and popularity.

This research investigated country of origin effect in a specific context of a developing country with a qualitative methodology. Unlike the existing literature, this study analyzes consumers’ actual purchase decisions in different product categories. Country of origin effect is found to be formed by individual and societal factors.

Irrespective of the popularity of country-of-origin research in international marketing, no attention has been paid to effects which stem from the declaration of a product's local origin, like “Made in City X”. In this study, insights from country-of-origin research as well as exploratory qualitative studies are used to model determinants of preference for local products. Conjoint analysis results based on a sample of consumers from three neighboring cities in Germany show the importance of local origin for product preference. Structural equation analysis sheds first light on the mechanism of city-of-origin effects.

Multinational corporations (MNCs) are converging world cultures by creating common consumer lifestyles across countries through standardized products. However, little is known about how consumers’ exposure to foreign cultures affects their purchase experience from the country. This study explores this gap in the literature by investigating how consumers’ exposure to foreign cultural source (e.g., entertainment) shapes their attitude toward its country. This attitude is conceptualized to influence the perceived product quality and corporate ability of the country’s MNCs, which are further hypothesized to influence consumers’ purchase experience with products offered by the MNCs. Furthermore, the impact of product quality and corporate ability on consumer purchase experience is expected to be moderated by consumer ethnocentrism. The study framework is tested in the context of the Korean Wave (or “Hallyu”) using data consisting of 533 Indonesian consumers. The results support most of the study hypotheses. Theoretical and managerial implications of these findings are discussed.

The objective is to extend the concept of purse parties introduced by Gosline (2009) and to explore the phenomenon of counterfeit consumption through the in-home “purse parties” channel. The authors seek to reveal themes from the depth interviews and build a consumer typology reflecting attitudes toward purse parties and counterfeit luxury products.

The method is a qualitative phenomenological approach. Authors assessed attitudes toward purse party attendance and counterfeit goods – along with any subsequent behavioral intentions or behaviors. Authors addressed the objective using depth interviews among 28 women.

Findings included five emerging themes: distinctness of in-home consumption settings, obligatory attendance, social engagement, curiosity, and disregard for legalities of counterfeit consumption/disdain for purse parties.

The sample primarily consists of female colleges students and is not representative of all consumers. Due to social desirability bias and the controversial nature of counterfeit consumption, informants may have struggled to provide honest responses.

Research implications suggest potential increases in purse party events and consumption due to informant’s blatant disregard for the legalities of the practice, and interests in social engagement, intimacy (exclusivity), and curiosity.

The main contribution is a typology representing four types of purse party consumers: loyal, curious/social, skeptic, and disengaged. This proposed typology stems from the aforementioned themes uncovered. Further, authors identify the social implications of in-home purse parties and underscore the significance of an under-investigated purchase channel.

This chapter reviews research on the question–behavior effect, the phenomenon that asking questions influences respondents’ behavior. Two distinct research streams, the self-prophecy effect, concerned with socially normative behaviors, and the mere measurement effect, dealing with purchase behaviors without socially normative significance, are identified. Despite the recent attempt at integration, it is argued that there are fundamental differences between the two effects. Distinctions are also drawn between lab-based and field-based mere measurement effects, and between normatively consistent and implicit attitude-driven, normatively inconsistent self-prophecy effects. Key studies, theoretical explanations, and moderators of each effect are discussed, potential unanswered questions and research opportunities are identified, and significant managerial and policy implications are highlighted.