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The Importance Of The Historical Tang Dynasty In Place Branding Contemporary Xi'an, Norman Harry Rothschild, Ilan Alon, Marc Fetscherin
The Importance Of The Historical Tang Dynasty In Place Branding Contemporary Xi'an, Norman Harry Rothschild, Ilan Alon, Marc Fetscherin
Faculty Publications
Purpose – The purpose of this paper is to discuss the opportunity of utilizing Tang dynasty history, heritage, buildings and names in the effort to place brand the contemporary city Xi'an.
Design/methodology/approach – The paper presents a conceptual framework for place branding cities consisting of two main dimensions. The first describes the continuum of functional versus emotional values within a city; the second measures the degree to which the image of a place is historical or contemporary. The paper then employs historical analysis to examine the meaning and construction of a Tang dynasty brand for place branding twenty-first century Xi'an. …
A Study Of Visual Puffery In Fragrance Advertising: Is The Message Sent Stronger Than The Actual Scent?, Mark Toncar, Marc Fetscherin
A Study Of Visual Puffery In Fragrance Advertising: Is The Message Sent Stronger Than The Actual Scent?, Mark Toncar, Marc Fetscherin
Faculty Publications
Purpose - This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations.
Design/methodology/approach - By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare …