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This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this digital context.

This study analyses the contents of branded mobile phone applications, branded websites (including advergames) and branded Facebook sites to understand the nature of young consumer–brand relationship strategies that marketers are developing in this digital media marketing environment.

The use of sophisticated integrated branding strategies in immersive online media creates the potential for marketers to build relationships between young consumers and brands at an interactive, direct and social level not seen in traditional media. Categories of relationships and brand tactics are identified as outcomes of this analysis and linked to brand relationship building potential.

The results suggest that branded communication strategies that food companies use in the online environment are creating conditions that appeal to young consumers, fostering new ways to build brand relationships. As this is a dynamic medium in a fluid state of change, this exploratory study identifies and categorises the marketing strategy, but not the young consumers’ response to such branding strategies (a limitation).

This study details the potential for child–brand relationship building in the context of online branding environments. It identifies the potential for longer-term effects of embedded advertising directly to young consumers, within and across three digital media platforms.

This study aims to investigate the development of adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertisements on social networking sites (SNSs).

A survey was conducted among 374 adolescents between 12 and 17 years of age, and 469 young adults (18–25 years) served as a comparative benchmark.

Results indicate that advertising literacy increases progressively throughout adolescence, and reaches adult-like levels only by the age of 16. In addition, adolescents have an inadequate awareness of commercial data collection practices. This awareness slowly increases as a function of their age until it reaches an adult level around the age of 20. Finally, findings reveal that adolescents take little action to cope with targeted advertisements by means of privacy protection strategies.

This paper devotes much attention to the formulation of specific recommendations for EU policymakers and regulatory bodies. In addition, it also holds implications for advertisers (e.g. the need for more in-depth data protection impact assessments), social media providers (e.g. adolescent-friendly privacy policy) and social caretakers (e.g. achieving advertising literacy and privacy education).

This paper fulfills the need to investigate adolescents’ advertising literacy and privacy-protective behaviors on SNSs, and, in turn, directly translates these insights into recommendations that can underpin the rationale of regulatory or policy decisions on a European level.

This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its consequences, both from a marketing and a consumer welfare perspective. It also tries to reconcile these contradictory perspectives to achieve a common ground and a positive outcome for all stakeholders.

A literature review of current research findings, from both a marketing and public policy perspective, is used to arrive at a more balanced viewpoint of PP.

Public policy makers are advised to improve the consistency of current regulations in terms of PP disclosure in the media, regardless of where a programme is produced or broadcast, to help create savvier consumers. Marketers are advised not to fight against PP regulations, but rather to develop their creativity in order to avoid consumers rejecting the disclosed placement.

We address consumers’ ability to raise a protective shield when they encounter a PP situation. We explain how certain disclosures regarding the commercial intent of PP may be more effective than others, thereby empowering consumers to manage their behaviour and make informed decisions. We then describe how PP can be used to educate consumers about pro-social issues in an entertaining, non-patronising way.

This chapter proposes to go beyond the usual divide between advertisers and policy makers to arrive at a balanced view, considering the positive role that PP may play in education, while mitigating its potential negative impacts through effective consumer training.

The purpose of this paper is to describe the development of a scale (SITUZAP) to measure the situational factors that trigger channel switching, specifically within the television environment.

The domain construct is defined and 14 potential scale items were drawn from the literature and qualitative research. The scale was purified during the pilot phase and three scale items removed. The scale was re‐tested during the main study via an independent sample, confirming the two‐dimensional nature of the scale.

Reliability analysis indicates that the scale is internally consistent with co‐efficient alpha high across both pilot and main studies. Moreover, confirmatory factor analysis supports the two‐factor measurement model – “advertising triggers” and “RCD empowerment”. The test‐retest result (r=0.662) further provides evidence of stability within the scale. The scale has also been verified for content, criterion, discriminant, and nomological validity. All other indicators are within the acceptable range of statistics.

This is the first scale that measures the effect of situational factors on channel switching.

This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact.

The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions.

At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity.

The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests.

The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming.

Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

The purpose of this paper is to examine the nature, frequency, and duration of alcohol-related promotions and crowd alcohol consumption during major sports events broadcasted on the SKY Sport network between September 2011 and February 2012.

Content analyses for various categories of alcohol-related images were conducted, including a novel inclusion of analysing crowd alcohol consumption.

The results provide empirical evidence that sponsorship and activation-related activities of alcohol brands subvert national regulations that ban alcohol advertising during daytime television programming.

The results serve to sensitise researchers, practitioners, policy makers, and regulators to the prevalence of incidental alcohol promotional material within the overall televised alcohol advertising mix and the broader societal exposure to such images. This research also informs readers that alcohol companies and media outlets produce alcohol-related marketing that may not be in-line with the meaning and/or intent of laws.

The purpose of this paper is to trace the history and legacy of Islamic finance (IF) in Sri Lanka in the context of the emergence of life finance. It tracks the social life of finance through a genealogy of trust and capital.

The methodology used is qualitative. It is an extended case study using conversations, company documents and newspaper archival research.

Trust, transparency and ethics must be understood locally to have salience. The implicit effect of locally understood ideas of trust that have been built into the movement of capital (via ethical branding and transparency in IF, education and social awareness) can reconfigure relationships between communities in a country that has been ravaged by war.

There have been few studies on IF in Sri Lanka; this study will enrich those offerings. However, they must be understood in relation to the emergence of life finance.

This study presents a new viewpoint on the relationship between finance and social well-being and new categories through which to understand finance.

The implicit effect of locally understood ideas of trust which have been built into movements of capital (via ethical branding and transparency in IF, education, socially aware) can reconfigure relationships between communities in a country that has been ravaged by war.

There have been few studies on Islamic Finance in Sri Lanka; this study will enrich those offerings. But they must be understood in relation to the emergence of life-finance in South Asia.

The case is about the selecting the agency to take up the brand building challenge of SRF Limited, a well established, large business in India having diverse lines of “industrial products”. The business decision problem of SRF stemmed from the fact that the corporate leadership team, which had to take a decision on the topic had considerable reservation about the appropriateness of each of short–listed agencies for the job at hand. There were also differences of opinion on what would be the criteria for selecting the brand consultant. The Managing Director had to ensure that the team arrived at a consensus, rather than being foisted with a decision from top.

This case can be taken up in executive education programs as well as the basic marketing management program at the postgraduate level or in a specialist advertising courses. The case can be taught in the core marketing course at the postgraduate level while discussing the selection on advertising agency.

The decision–making focus of the case is about selecting an advertising agency among a set of three, which was most suited to help SRF achieve the repositioning, branding and the awareness creation challenge. The agencies, however, were mostly experienced in building brands for consumer product which was distinct from industrial intermediaries company like SRF. As an organization, SRF had no experience of dealing with an advertising agency, thus the selection was quite a challenge. It brings to focus the decision–making dilemma faced by a large number of companies in emerging markets which are making the transition to brand building.

The following insights could be elucidated by the case:

Help the students understand the corporate branding concept as distinct from product branding. Decision–making dilemmas associated with corporate brand building for a company with long legacy of product branding. Criteria for evaluating the proposals by advertising agency from the perspective of a client organization.

Teaching notes.

In this chapter, the authors explore entrepreneurial change in Stanton, a rural small town in New Zealand. This once-prosperous place has suffered economically and socially as its past core industries have vanished, and it can now be considered as a depleted community. Yet in recent years, the town has seen a rejuvenation, in part due to the endeavours of Sue, a high-profile entrepreneur from outside the town who has set up several businesses in the town and indeed in other small towns in the region. Theoretically, the authors take an entrepreneurial identity perspective in examining how Sue’s arrival has changed the town; the authors examine how her entrepreneurship was perceived as legitimate. The authors use a qualitative methodology based on semi-structured interviews. The authors contribute in demonstrating how an ascribed entrepreneurial identity can not only enable but also hinder change in this community, generating confidence and emotional contagion around entrepreneurship, and also uncertainty and resentment. In doing so, the authors challenge the universality of entrepreneurship benefits.