Titlebook: Advances in Advertising Research XIV; Harder, Better, Fast Alexandra Vignolles,Martin K.J. Waiguny Book 2024 The Editor(s) (if applicable)

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chlorosis

Content Analysis of the Level of Hegemonic Masculine Traits in Ghanaian Alcohol Advertisements,d . traits. This study adds knowledge on the cross-cultural applicability of Connell‘s theory and traditional masculine traits emphasized in Ghanaian alcohol ads. It aims to inspire further quantitative research on why advertisers use HMTs in alcohol advertisements and how such portrayals affect consumers’ cognitive and affective responses.

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Consumer Hypocrisy: When Purchasing Behaviors Are not as Ethical as They Seem,nsumers than older generations. Across almost all categories, Gen Zs indicated higher intent to purchase both ethical and unethical products than older generations. Further, it was determined that different generations valued different motives for different product categories.

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NOMAD

Striving for More Than just Profit: Examining the Relationship Between Cause-Related Brand Posts an the results indicate that consumers engage more with cause-related brand posts when these posts are aligned with the brand’s purpose. Importantly, product prominence is not appreciated in this context. Implications are discussed.

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,The Effects of Sponsorship Termination on the Sponsored Team’s Fans and Rival Fans: A Choice Modellng sponsor. However, such studies have not investigated the effects of termination on the brand equity of the exiting brand using measures of personal behaviour (e.g., preferences and willingness to pay). Moreover, the previous research has only focused on the fans of the sponsored team, neglecting

Enzyme

The Effects of Social Media Firestorms on Company Reputation and Consumer Behavior: The Case of Repcore rests on perceptions of arbitrary discrimination against women and is manifested either consciously (hostile sexism) or unconsciously (benevolent sexism). According to Schoon and Eccles (2014), sexism is embedded in the culture of society, reinforcing the division of sexes and reproducing belie

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,Let’s Dance a Little Bit: The Effect of Dance Scenes in Commercials on Brand Attitude,view of purposes that dance scenes in promotional videos can have. Next, we present considerations on how to implement dance scenes to achieve these goals. We present results of an exploratory cross-sectional study and an experiment and show that dance has a positive but weak effect on brand attitud

arthroplasty

Debunking Greenwashing: Investigating the Individual Drivers of Perceived Greenwashing and Negativereen, while others only talk about going green. The latter is also known as greenwashing, where companies stretch the truth about their environmentally friendly practices. In this study, we focus on consumer perceptions of greenwashing to explain what influences these perceptions have and how consum