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Journal of Promotion Management Volume 27, 2021 - Issue 5
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Research Article

Effectiveness of Films, Sport, Celebrity or Mascot to Content in the Advertising – A Dilemma for Global Brands

R. K. SrivastavaMarketing and Research, Sydenham Institute of Management University of Mumbai, Mumbai, IndiaCorrespondence[email protected]
Pages 716-739 | Published online: 17 Feb 2021

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Nilesh Arora, Meghna Rana & Sanjeev Prashar. (2023) Empathy toward Social Media Advertisements: The Moderating Role of Ad Intrusiveness. Journal of Promotion Management 29:4, pages 535-568.
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Polyxeni Jenny Palla, Evdoxia Kyriacou & Anna Zarkada. (2023) The effect of involvement on attitude formation and strength in the digital domain. Journal of Marketing Communications 29:2, pages 137-160.
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Yong Jae Ko, Akira Asada, Wonseok (Eric) Jang, Daehwan Kim & Yonghwan Chang. (2022) Do humanized team mascots attract new fans? Application and extension of the anthropomorphism theory. Sport Management Review 25:5, pages 820-846.
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