Effectiveness of Films, Sport, Celebrity or Mascot to Content in the Advertising – A Dilemma for Global Brands
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DOI: 10.1080/10496491.2021.1880518
Abstract: Abstract A study is done to compare the effect of film or sport celebrity or mascot usage in advertising on educated, well -informed consumers through the application of Meaning Transfer theory and the elaboration likelihood… read more here.
Keywords: celebrity; sport celebrity; global brands; advertising ... See more keywords
Visual Ethnography of Global Brands Advertisement in Addressing Social Distancing during Pandemic COVID-19 Crisis
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DOI: 10.17576/jkmjc-2025-4103-02
Abstract: Global brand communication has undergone a significant transformation in response to global health crises, shifting toward more empathetic, socially responsible, and visually driven strategies. This paper examines how five leading transnational brands—McDonald's, Nike, Burger King,… read more here.
Keywords: consumer; crisis; global brands; visual ethnography ... See more keywords
Exploring Patterns of Evolution for Successful Global Brands: A Data-Mining Approach
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DOI: 10.3390/su13147915
Abstract: The sustainable development of a global brand needs to consider the balance between the economy, the environment, and society. Brands that want to be ranked among the best global brands over time need to have… read more here.
Keywords: data mining; mining approach; global brands; brand ... See more keywords