DigitalCommons@SHU

The Power of Emotional Appeal in Motivating Behaviors to Mitigate Climate Change among Generation Z, Weiting Tao, Shiyun (Chloe) Tian, Wan-Hsiu Sunny Tsai, Michelle Seelig
Shiyun (Chloe) Tian

Effects of Celebrity, Social Media Influencer, and Peer Endorsements on Consumer Responses Toward a Celebrity-owned Brand: The Role of Source Credibility and Congruency, Shiyun (Chloe) Tian, Jo-Yun Li
WCBT Faculty Publications

The Power of Emotional Appeal in Motivating Behaviors to Mitigate Climate Change among Generation Z, Weiting Tao, Shiyun (Chloe) Tian, Wan-Hsiu Sunny Tsai, Michelle Seelig
WCBT Faculty Publications

Clarity 2.0: Improved Assessment of Product Competitiveness from Online Content, Yufeng Huang, Mariana Bernagozzi, Michelle Morales, Sheema Usmani, Biplav Srivastava, Michelle Mullins
WCBT Faculty Publications

En-Gendering Power and Empowerment in Advertising: A Content Analysis, Wan-Hsiu Sunny Tsai, Aya Shata, Shiyun (Chloe) Tian
Shiyun (Chloe) Tian

Digital Transformation and Strategic Sponsorship: The Case of BBVA, James Santomier, Sten Soderman, Reinhard Kunz
James Santomier

An Empirical Investigation of Factors Influencing Young Indian Consumer Decision Making, Ruchika Sachdeva
Ruchika Sachdeva

Digital Transformation and Strategic Sponsorship: The Case of BBVA, James Santomier, Sten Soderman, Reinhard Kunz
WCBT Faculty Publications

An Empirical Investigation of Factors Influencing Young Indian Consumer Decision Making, Ruchika Sachdeva
WCBT Faculty Publications

Inspection or Play? A Study of How Augmented Reality Technology Can Be Utilized in Advertising, Wan-Hsui (Sunny) Tsai, Shiyun (Chloe) Tian, Ching-Hua Chuan, Cong Li
Shiyun (Chloe) Tian

How Commercial Advertising Enforces Gender Stereotypes among Children and the Ways This Affects Them Psychologically, Abigail Frisoli
Sacred Heart University Scholar

The Effect of Situation, Person and Store Influences on Willingness to Buy: The Role of Emotion and Reason, Arjun Chaudhuri, Camelia C. Micu, Anca C. Micu
WCBT Faculty Publications

Instilling Positive Beliefs About Organ Donation: An Information Processing Approach, Gerardo J. Moreira
Gerardo Moreira

Does Facebook Usage Lead to Conspicuous Consumption?: The Role of Envy, Narcissism and Self-promotion, David G. Taylor
David G. Taylor

"(Don’t You) Wish You Were Here?”: Narcissism, Envy and Sharing of Travel Photos through Social Media: An Extended Abstract, David G. Taylor
David G. Taylor

"(Don’t You) Wish You Were Here?”: Narcissism, Envy and Sharing of Travel Photos through Social Media: An Extended Abstract, David G. Taylor
WCBT Faculty Publications

Does Facebook Usage Lead to Conspicuous Consumption?: The Role of Envy, Narcissism and Self-promotion, David G. Taylor
WCBT Faculty Publications

Because It Makes Me Feel Good: Moderation and Mediation Effects in Cause-Related Marketing, Reto Felix, Arash H. Zadeh, Arne Baruca
WCBT Faculty Publications

Exploring Effects of Online Shopping Experiences on Browser Satisfaction and E-tail Performance, Iryna Pentina, Aliaksandr Amialchuk, David G. Taylor
David G. Taylor

Consumer Attitudes Toward Social Network Advertising, Cuauhtémoc Luna-Nevarez
WCBT Faculty Publications

Consumer Attitudes Toward Social Network Advertising, Cuauhtémoc Luna-Nevarez
Cuauhtémoc Luna-Nevarez

Examining Search as Opposed to Experience Goods when Investigating Synergies of Internet News Articles and Banner Ads, Anca C. Micu, Iryna Pentina
WCBT Faculty Publications

Assessment of Advertising Effectiveness: A Scale Validation Exercise, Ruchika Sachdeva
Ruchika Sachdeva

Consumer Memory and Brand Extension : An Empirical Study on Indian Youth, Ruchika Sachdeva
Ruchika Sachdeva

What Products Can Benefit from African American Advertising Appeals? The Moderating Role of Product Involvement, Ivonne M. Torres, Cuauhtémoc Luna-Nevarez
Cuauhtémoc Luna-Nevarez

Common Practices in Destination Website Design, Cuauhtémoc Luna-Nevarez, Michael R. Hyman
Cuauhtémoc Luna-Nevarez

Integrating Advertising and News about the Brand in the Online Environment: Are All Products the Same?, Anca C. Micu, Iryna Pentina
WCBT Faculty Publications

Regulatory Focus and Daily-Deal Message Framing: Are We Saving or Gaining With Groupon?, Iryna Pentina, David G. Taylor
David G. Taylor

Advertising Higher Education in Romania, Anca C. Micu, Madalina Moraru
WCBT Faculty Publications

What Would Don Draper Do? Rules for Restoring the Contemporary Agency Mojo, David Strutton, David G. Taylor
David G. Taylor

Endorser Source Credibility: Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix, Joshua Shuart
Joshua Shuart

Friends, Fans, and Followers: Do Ads Work on Social Networks?, David G. Taylor, Jeffrey E. Lewin, David Strutton
David G. Taylor

Revealing the Commercialized and Compliant Facebook User, Stephen J. Lilley, Frances Grodzinsky, Andra Gumbus
Frances Grodzinsky

Do Microblog Postings Influence Consumer Perceptions of Retailers' E-Servicescapes?, Gina A. Tran, David Strutton, David G. Taylor
David G. Taylor

Transformational Teams and Their Impact on Customer Satisfaction at One Firm, Timothy J. Crader, Stephen M. Brown
Stephen M. Brown Ed, D.

Self-Enhancement as a Motivation for Sharing Online Advertising, David G. Taylor, David Strutton, Kenneth Thompson
David G. Taylor

Achieving Growth in the Luxury Market, Peter A. Maresco, Bridget M. Lyons
Bridget Lyons

Revealing the Commercialized and Compliant Facebook User, Stephen J. Lilley, Frances Grodzinsky, Andra Gumbus
Stephen J. Lilley

Privacy Concern and Online Personalization: The Moderating Effects of Information Control and Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli
David G. Taylor

Finance Flies High: How Unilever Redesigned the Finance Function to Build Brand Value and Drive Growth, Barbara M. Tarasovich, Bridget Lyons
Barbara M. Tarasovich

Finance Flies High: How Unilever Redesigned the Finance Function to Build Brand Value and Drive Growth, Barbara M. Tarasovich, Bridget Lyons
Bridget Lyons

Searching USPTO Trademark Records, Amy Jansen, Robert Berry
Librarian Publications

Regulatory Focus and Daily-Deal Message Framing: Are We Saving or Gaining With Groupon?, Iryna Pentina, David G. Taylor
WCBT Faculty Publications

Common Practices in Destination Website Design, Cuauhtémoc Luna-Nevarez, Michael R. Hyman
WCBT Faculty Publications

Do Microblog Postings Influence Consumer Perceptions of Retailers' E-Servicescapes?, Gina A. Tran, David Strutton, David G. Taylor
WCBT Faculty Publications

Our Celebrities Our Selves: Reconstructing Ourselves as Online Personalities, Arne Baruca
WCBT Faculty Publications

Self-Enhancement as a Motivation for Sharing Online Advertising, David G. Taylor, David Strutton, Kenneth Thompson
WCBT Faculty Publications

What Products Can Benefit from African American Advertising Appeals? The Moderating Role of Product Involvement, Ivonne M. Torres, Cuauhtémoc Luna-Nevarez
WCBT Faculty Publications

The Effect of Entrepreneurial Marketing on Outcome Goals in SMEs, Richard C. Becherer, Marilyn M. Helms, John P. McDonald
New England Journal of Entrepreneurship

Revealing the Commercialized and Compliant Facebook User, Stephen J. Lilley, Frances Grodzinsky, Andra Gumbus
Sociology Faculty Publications

Exploring Effects of Online Shopping Experiences on Browser Satisfaction and E-tail Performance, Iryna Pentina, Aliaksandr Amialchuk, David G. Taylor
WCBT Faculty Publications

Friends, Fans, and Followers: Do Ads Work on Social Networks?, David G. Taylor, Jeffrey E. Lewin, David Strutton
WCBT Faculty Publications

What Would Don Draper Do? Rules for Restoring the Contemporary Agency Mojo, David Strutton, David G. Taylor
WCBT Faculty Publications

Transformational Teams and Their Impact on Customer Satisfaction at One Firm, Timothy J. Crader, Stephen M. Brown
WCBT Faculty Publications

Measurable Emotions: How Television Ads Really Work, Anca C. Micu, Joseph T. Plummer
WCBT Faculty Publications

The Passive Shopping Stage: Keeping in Mind Brand Encounters, Anca C. Micu
WCBT Faculty Publications

Nation Branding and Nation Brand Equity: The Case of Slovakia, Pardon Me, Slovenia (Summary Brief), Arne Baruca
WCBT Faculty Publications

Telling the Brand Story: Including News Articles in Online Promotional Strategies, Anca C. Micu
WCBT Faculty Publications

Finance Flies High: How Unilever Redesigned the Finance Function to Build Brand Value and Drive Growth, Barbara M. Tarasovich, Bridget Lyons
WCBT Faculty Publications

Privacy Concern and Online Personalization: The Moderating Effects of Information Control and Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli
WCBT Faculty Publications

In the Mood for a Commercial Break? A Model of Consumer Response to Television Commercials During Sensitive News, Anca C. Micu, Esther Thorson, Michael Antecol
WCBT Faculty Publications

Strategic Marketing Practice Considerations in Family Business in Nigeria, Omotayo Adegbuyi
New England Journal of Entrepreneurship

Assessment of Brand Extension: A Scale Validation Exercise, Ruchika Sachdeva, Anupam Bawa
Ruchika Sachdeva

Leveraging News and Advertising to Introduce New Brands on the Web, Anca C. Micu, Esther Thorson
WCBT Faculty Publications

Using Teen Chick Lit Novels to Teach Marketing, Peter A. Maresco
WCBT Faculty Publications

Theoretical Approaches in Internet Advertising Research, Anca C. Micu
WCBT Faculty Publications

Endorser Source Credibility: Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix, Joshua Shuart
WCBT Faculty Publications

Religious Signage, Peter A. Maresco
WCBT Faculty Publications

Testing for a Synergistic Effect Between Online Publicity and Advertising in an Integrated Marketing Communications Context, Anca C. Micu
WCBT Faculty Publications

Achieving Growth in the Luxury Market, Peter A. Maresco, Bridget M. Lyons
WCBT Faculty Publications

Mel Gibson's The Passion Of The Christ: Market Segmentation, Mass Marketing and Promotion, and the Internet, Peter A. Maresco
WCBT Faculty Publications

You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley
WCBT Faculty Publications

An Economic Model of Permission Marketing: Win-win-win Relationship Building Among Marketers, ISPs, and Internet Users, Anca C. Micu, Yan Jin, Clyde H. Bentley, Glen T. Cameron
WCBT Faculty Publications

Marketing Management: Cases for Creative Problem Solving, Laurence Weinstein, Madan Annavarjula
WCBT Faculty Publications

The Effect of Urgency on Patient Satisfaction and Future Emergency Department Choice, Judith L. Mack, Karen M. File, Jeffrey E. Horwitz, Russ Alan Prince
WCBT Faculty Publications

Successful Management of New Products, John Gerlach, Charles Anthony Wainwright
WCBT Faculty Publications