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Full-Text Articles in Advertising and Promotion Management
Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin
Revisiting Stereotype Research And Its Marketing Implications, Amy H. Handlin
Atlantic Marketing Journal
This paper revisits a vintage body of literature that holds clues to understanding the contemporary problem of change-resistant, stereotype-driven brand or product images. In particular, this stream of research helps illuminate (1) how information is used to create, reinforce, or weaken the perceptual device known as a stereotype, and (2) what situation-specific circumstances (e.g. the nature of the processing task) may influence the impact of this information. The author reviews major findings from the past thirty years, identifying key implications and offering hypotheses for testing dimensions of stereotype activation and alteration.
Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry
Kasky V. Nike: Lurking First Amendment Time Bomb For Marketers?, Michael J. Landry
Atlantic Marketing Journal
While attention has focused on the U. S. Supreme Court protecting corporate political speech, the Court has left untouched a California Supreme Court ruling of significance to marketers in their efforts to use advertising and public relations to offset what they view as unfair criticism. The case, Kasky v. Nike, stems from 1995 accusations that athletic footwear and apparel manufacturer Nike exploited and abused employees in Asian sweatshops. Through advertising and public relations efforts, Nike denied the claims. In 1998, Californian Mark Kasky sued, claiming Nike’s denials violated laws regarding unfair competition and false advertising and, because the denials were …
The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams
The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams
Atlantic Marketing Journal
Social media sites have become an important part of many individuals’ lives. According to the Pew Research Center (2010), Millennials, also known as Gen Y, are living their lives on the internet where 75% of them have a profile on a social networking site. When compared with only 50% of Gen Xers and 30% of Boomers, this gives them the distinct identity that they are more technologically advanced.