Volume 11 (2024)
Volume 10 (2023)
Volume 9 (2022)
Volume 8 (2021)
Volume 7 (2020)
Volume 6 (2019)
Volume 5 (2018)
Volume 4 (2017)
Volume 3 (2016)
Volume 2 (2015)
Volume 1 (2014)
The Impact of Advertisement Expenses on Profitability of Food and Personal Care Products Companies in Pakistan

Habib Ullah

Volume 6, Issue 12 , December 2019, , Pages 906-912

Abstract
  This research examined impact of advertisement expenses on profitability of Food and personal care product firms listed in Pakistan Stock Exchange. 10 years data were gathered from consolidated annual financial statements of nine companies over a period of 2009 to 2018. The profitability was measured ...  Read More

Global Marketing Practices that Created Controversies and How They Could Possibly Be Avoided

Asiya Hassan; Rashad Yazdanifard

Volume 6, Issue 8 , August 2019, , Pages 640-654

Abstract
  This research paper is aimed at highlighting various controversies created by certain global marketing and advertising practices by several organizations including leading multinational corporations. Before showcasing the actual controversial marketing campaigns and advertisements, this article deals ...  Read More

Effect of Visual Advertising Complexity on Consumers’ Attention

Lina Pilelienė; Viktorija Grigaliūnaitė

Volume 3, Issue 8 , August 2016, , Pages 489-501

Abstract
  The main mechanism of market economy – competition – has forced organizations to search factors influencing advertising effectiveness. Relying on the maxim “unseen – unsold”, the visual impression of advertising becomes crucially important. First visual impressions do often ...  Read More

Determination of the Impact of Spokesperson on Advertising Effectiveness

Viktorija Grigaliūnaitė; Lina Pilelienė

Volume 2, Issue 8 , August 2015, , Pages 810-822

Abstract
  This article contributes to the revelation of a relevant and complex problem of the selection of advertising spokesperson while answering the research question, which lays a foundation of the scientific problem: how to choose a spokesperson for advertising to be effective? Accordingly, the aim of the ...  Read More

Comparing High-involvement and Low-involvement Products: Brand Perspective

Fariba Lotfizadeh; Fereshteh Lotfizadeh

Volume 2, Issue 5 , May 2015, , Pages 404-413

Abstract
  Today, with fierce competition in attracting new customers, maintaining existing ones and gaining a greater market share, organizations across the world are obliged to develop new products and create distinctive features in them. With regard to the results, the levels of perceived quality, value and ...  Read More