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The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type.

The current study employed a self‐administered online survey of 471 college students in the USA and South Korea.

Korean young adult consumers express greater ethical concerns about product placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to product placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in product placement acceptability across a range of media genres and product/service types.

Only two countries were used as a proxy to characterize their respective cultural values and levels of contextuality. In addition, respondents are limited geographically to southwestern and southeastern regions in the USA, and to Korea's capital, Seoul.

Despite the widespread use of standardized product placement practices in different cultural settings, it is recommended, from the findings of this study, that managers should take caution when considering TV for placement in Korea when targeting young adults given their relatively strong concerns regarding the practice. Specific and usable information regarding appropriateness of genre and product type is also provided.

This exploratory cross‐cultural study builds upon and contributes to previous work by serving as a quantitative comparison of attitudinal responses to product placement across three media in the USA and Korea.

Employing the conceptual framework of play themes, this study examined and reported the product categories that presented branded entertainment the most, the different types and features of branded entertainment, and how various play themes were incorporated in branded entertainment in the context of Facebook brand profile pages. The major findings were consistent with the conceptual framework and literature on branded entertainment. Some unexpected findings were also provided and discussed. The line between entertainment and marketing communication has become increasingly blended or even erased during recent years, particularly in the Internet context. Researchers and practitioners are highly interested in the marketing potential of branded entertainment since it may boost brand awareness and build strong consumer‐brand relationships. Little academic research to date has been conducted to systematically study branded entertainment on the Internet. This study is a nascent attempt to understand branded entertainment in user‐centered social networking websites (SNWs), since young users are shifting away from other online media to SNWs. Branded entertainment may help marketers gather segmented yet fun‐seeking SNW users and deliver nonintrusive marketing messages to them.

This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea.

This study analyzed the content of a total of 1,889 (USA = 1,486; Korea = 403) FSA in print business/news magazines from 2005 to 2009.

The finding of this study showed significant cultural differences of FSA in terms of collectivism, high and low cultural contexts, human models/celebrity presence and time orientation between the USA and Korea. However, the difference in individualistic cues between the USA and Korea was not significant.

Using the integration of multiple cultural frameworks will better explain cultural differences reflected in marketing communication in the financial services (FS) sector. Future research is needed to generalize how such frameworks are reflected in different settings, such as different media or different countries.

The findings of this study suggest that FSA reflect cultural values, providing further implications for FS companies targeting the global market.

This study extends the understanding of impact of cultural values on advertising by exploring the FS industry.

The purpose of this paper is to present a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference. The main bibliometric indicators considered are number of articles, number of citations, main authors, principal journals, institutions, countries and keywords.

Through a bibliometric investigation, this paper performs an analysis of investigations of brand personality that have been conducted to date. In particular, the analysis focuses on the papers that have generated the greatest impact in the scientific community, the journals that have given the most attention to this concept and the authors who have most strongly influenced the academic world in this field. The analysis reveals a series of relationships between the bases of knowledge considered for different authors and journals and the structure of those relationships based on the keywords considered in each contribution.

This analysis allows to obtain a general and impartial view of brand personality research, and it reveals the most relevant contributions to the academic world in terms of authors, journals, institutions, countries and keywords. The analysis shows that the concept under study seems to still be in an early stage of development and there may well be an important amount of development ahead. Although there have been important contributions to this field, work is still required to consolidate this knowledge.

The information provided pertains to a relatively specific subject but is still general when considered within the context of this topic and thus leaves aside elements that could greatly enrich the analysis. However, this work presents some important guidelines for conducting in-depth academic research and publication.

This work identifies the most productive and influential authors, journals, institutions and countries regarding this important topic, as well as the leading trends in this field. Applying those concepts would be helpful to improve the effectiveness of the promotion of brands and products.

The work developed in this article provides an overview of the academic research on brand personality that has been conducted as of April 2018. Another differential characteristic is that this research deeply investigates this concept, considering all the articles published in WoS worldwide.

This paper is a focused examination of the parallel collectivistic and individualistic tendencies of South Korean consumers. The “We-Me” concept argues that the two seemingly countervailing tendencies can actually co-exist. The paper discusses the phenomenon, its underlying causes, and the strategic implications of how to market to such consumers.

The purpose of this paper is to assess the efficiency determinants of mergers and acquisitions (M&A) in the context of Latin American airlines based on business-related variables commonly found in the literature. The idea is to identify preferable potential airline matches in light of fleet mix, ownership structure and geographical proximity.

In order to achieve the objective, all possible combinations of M&A pairs are considered in the analysis, which is developed in a two-stage approach. First, the M&A Data Envelopment Analysis model efficiency and returns-to-scale estimates are computed. Then, robust regression and multinomial logistic regression are respectively used to discriminate these estimates in terms of such business-related variables.

The results reveal that these different contextual variables significantly impact virtual efficiency and returns-to-scale levels. Private ownership, passenger focus and a better match between aircraft size and demand for flights appear to be key drivers for merged airline efficiency.

The study makes theoretical contributions, though limited to analyzing Latin American airlines only. The use of bootstrapped robust/multinominal logistic regression, compared to the methods adopted by previous literature studies, generates more accurate and robust results related to the efficiency drivers due to its special feature and ability to allow the discrimination of increasing, decreasing, and constant returns to scale in light of a given set of contextual variables.

This study examines the pure effect of the merging activity on efficiency gains. Not only private ownership but also a hybrid public–private ownership has a positive influence on virtual efficiency, suggesting an important governmental role in promoting M&A in the airline industry.

The authors present an original take on the issue of airline mergers by exploring what are the major drivers possibly involved in efficiency gains of potentially merged (virtual) airlines. The authors identify preferable potential airline matches where efficiency gains would be positive in light of business-related variables such as fleet mix, ownership structure and geographical proximity. The analysis also includes an assessment of the impact of contextual variables such as cargo type, ownership structure and geographical proximity in relation to the strategic fit of mergers considering the resulting efficiency and returns-to-scale scores of virtually merged airlines. To the authors’ knowledge, no previous research has addressed these issues in Latin American airlines. Further research directions for this industry are also discussed.