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Full-Text Articles in Business
Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina
Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina
WCBT Faculty Publications
This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers' attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand …
Advertising Higher Education In Romania, Anca C. Micu, Madalina Moraru
Advertising Higher Education In Romania, Anca C. Micu, Madalina Moraru
WCBT Faculty Publications
Romania, a former communist country in Eastern Europe, saw the iron curtain lifted in 1989, and started at that time the transition to a free market economy. The past couple of decades encompass extraordinary changes in the economic structure and environment, with state monopolies being dissolved and private companies entering the market and competing in western manner. The Romanian conversion from central planning to a market-oriented economy provides a fascinating laboratory for research in economic theory and practice (Hefner and Woodward 1999). With the advent of a free market economy and a competitive environment, advertising exited its dormant communist stage …