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1 – 10 of over 1000Long Yin, Lin Wang, Lifang Huang, Jinxiu Wang, Hui Xu and Milan Deng
The purpose of this paper is to examine how advertising is used by real estate companies as an instrument for managing the adverse effects of a catastrophe.
Abstract
Purpose
The purpose of this paper is to examine how advertising is used by real estate companies as an instrument for managing the adverse effects of a catastrophe.
Design/methodology/approach
Through a theoretical analysis, types of post-disaster advertising messages were identified. On the basis of the likely variations in post-disaster advertising, a content analysis was conducted of a sample of 4,150 property print advertisements to identify advertising messages related to the earthquake. Finally, the message changes in these earthquake-related advertisements were evaluated and compared with the dimension of time to explore the development of advertising strategies.
Findings
The authors found that 12 types of advertising messages were used by developers in response to the Wenchuan earthquake. The initial advertising strategy was mainly to manage public relations, then the strategy was to reduce or compensate for the increased earthquake risk perceptions of buyers.
Practical implications
The findings provide valuable references for helping enterprises adopt effective advertising messages and strategies to reduce the negative effects of disasters.
Originality/value
There are only a few studies on advertising campaigns, especially in the real estate industry, that have been conducted in the wake of catastrophes. This study sought to expand upon the scarce findings in this particular field.
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Nina Åkestam, Sara Rosengren, Micael Dahlén, Karina T. Liljedal and Hanna Berg
This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s…
Abstract
Purpose
This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender.
Design/methodology/approach
In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared.
Findings
The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.
Research limitations/implications
Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders.
Practical implications
The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising.
Originality/value
The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.
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Wenting Feng, Yuanping Xu and Lijia Wang
Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand…
Abstract
Purpose
Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify the boundary conditions of this relationship.
Design/methodology/approach
To test the hypotheses, a series of four experiments were conducted in Wuhan, a city in southern China, using questionnaires administered at two universities and two supermarkets. Hypotheses were tested using PLS-SEM in SmartPLS 4.
Findings
The results indicate that brand personality, specifically the dimensions of innocence and coolness, has a significant impact on consumers’ brand preferences. Brands with a cool personality are preferred over those with an innocent personality. Moreover, the relationship between brand personality and consumers’ brand preferences is moderated by power motivation and identity centrality.
Originality/value
This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism through which brand personality affects brand preferences. The study’s samples were drawn from universities and supermarkets in southern China, providing evidence for the significant moderating effects of power motivation and identity centrality on consumers’ brand preferences.
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Michelle Stella Mars, Ian Seymour Yeoman and Una McMahon-Beattie
Sex tourism is well documented in the literature, but what about porn tourism? Whether it is a Ping Pong show in Phuket or the Banana show in Amsterdam, porn and tourism have an…
Abstract
Purpose
Sex tourism is well documented in the literature, but what about porn tourism? Whether it is a Ping Pong show in Phuket or the Banana show in Amsterdam, porn and tourism have an encounter and gaze no different from the Mona Lisa in the Louvre or magnificent views of New Zealand’s Southern Alps. The paper aims to discuss these issues.
Design/methodology/approach
This paper explores the intersections of tourism, porn and the future as a conceptual framework.
Findings
Four intersections are derived from the conceptual framework. Intersection 1, the Future of Tourism, portrays the evolution of tourism and explores its technological future. Interaction 2, Porn in Tourism, distinguishes between soft- and hard-core porn tourism. Intersection 3, Portraying Porn as a Future Dimension, delves into futurism, science fiction and fantasy. The fourth intersection, the Future Gaze, conveys the thrust of the paper by exploring how technological advancement blends with authenticity and reality. Thus the porn tourist seeks both the visual and the visceral pleasures of desire. The paper concludes with four future gazes of porn tourism, The Allure of Porn, The Porn Bubble, Porn as Liminal Experience and Hardcore.
Originality/value
The originality of this paper is that this is the first paper to systematically examine porn tourism beyond sex tourism overlaying with a futures dimension. Porn tourists actively seek to experience both visual and visceral pleasures. Tourism and pornography both begin with the gaze. The gaze is an integral component of futures thinking. Technology is changing us, making us smarter, driving our thirst for liminal experiences. Like the transition from silent movies to talking pictures the porn tourism experience of the future is likely to involve more of the bodily senses.
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Robert Cluley and William Green
Informed by social representation theory, the study aims to explore how marketing workers represent their activities on social media.
Abstract
Purpose
Informed by social representation theory, the study aims to explore how marketing workers represent their activities on social media.
Design/methodology/approach
A naturalistic data set of 17,553 messages posted on Twitter by advertising workers was collected. A sample of over 1,000 unique messages from this data set, incorporating all external links and images, was analysed inductively using structured thematic analysis.
Findings
Advertising workers represent marketing work as a series of fun yet constrained activities involving relationships with clients and colleagues. They engage in cognitive polyphasia by evaluating these productive differences in both a positive and negative light.
Research limitations/implications
The study marks a novel use of social representation theory and innovative social media analysis. Further research should explore these relations in greater depth by considering the networks that marketing workers create on social media and establish how, when and why marketing workers turn to social media in their everyday activities.
Practical implications
Marketing workers choose to represent aspects of their work to one another, using social media. Marketing managers should support such activities and consider social media as a way to understand the lives and experiences of marketing workers.
Originality/value
Marketing researchers have embraced digital media as a route to understanding consumers. This study demonstrates the value of analysing digital media to develop an understanding of marketing work. It sheds new light on the ways marketing workers create social relationships and enables marketing managers to understand and observe the social aspects of effective marketing.
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The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.
Abstract
Purpose
The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.
Design/methodology/approach
A qualitative analysis of business association sources is used to explore the institutional development of international advertising.
Findings
A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.
Research limitations/implications
While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.
Practical implications
By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.
Originality/value
The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.
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Pantea Foroudi, Keith Dinnie, Philip J. Kitchen, T. C. Melewar and Mohammad M. Foroudi
This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically…
Abstract
Purpose
This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences.
Design/methodology/approach
A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships.
Findings
The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence.
Research limitations/implications
The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context.
Practical implications
Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies.
Originality/value
The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.
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Ayodele Oniku and Anthonia Farayola Joaquim
The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to…
Abstract
Purpose
The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying behaviours and decisions of the millennial.
Design/methodology/approach
The study was underpinned by the dimensions of skin colour, brand image and market share in sexual appealing marketing communication, and the millennial in the study comprises youths between the age of 21and 40 years and demographically defined by Wells and Guber (1966) as bachelors, Full nests 1 and 2. Multistage stage sampling was used with a structured questionnaire.
Findings
Findings show that youths, 2019 buying decisions and behaviours are strategically influenced by different manifestations of female sexuality in the context of the study and equally affect market share and patronage.
Research limitations/implications
The study shows what shapes the marketing communication strategies of the rising fashion industry but is limited to the millennial buying decisions and not the larger fashion industry consumers.
Practical implications
The needs for fashion industry to understand the influence of increasing use of female sexuality in marketing communication on male and female consumers and the effects on their respective buying behaviours is strategic to the industry as shown in the study.
Social implications
Female sexuality in marketing communication is strategic to fashion industry in today's market among youths.
Originality/value
The millennial constitutes a larger percentage of the developing economy market with rising income thus the need to understand their buying behaviours in the fashion industry
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