Charles R. Taylor

Villanova University | Nova · School of Business

The Mechanism of eWOM generation for Global Luxury Brands

The purpose of this research is to examine how the COVID‐19 pandemic has impacted the luxury goods industry. The authors hypothesize that pandemic threats drive consumers toward luxury consumption to increase their perceptions of control. The article reports results of three experimental studies conducted in the United States. In Study 1, after par...

The global COVID-19 outbreak has had a wide-ranging impact on people’s lives. This research looks at the recent shift in consumer preferences toward contact-free shopping when purchasing fashion goods. Push–pull–mooring (PPM) theory is used to identify and predict factors that promote or hinder a shift toward contact-free shopping. A survey of youn...

Research on influencer marketing has grown exponentially over the past few years. Overall, the extant literature has been classified into three major clusters that examine sources involved in influencer marketing, message, and audience. However, there is a distinct research gap pertaining to how and why discrete social media platforms affect the ef...

This article analyzes and integrates the 60 nominated articles for the best articles in the Journal of Advertising from its first 50 years, with a focus on the final 15 that were selected as the overall best articles. Hence, the purpose of this article is to highlight the contributions of these articles and their overall influence on advertising re...

Since the onset of the COVID-19 pandemic, many corporations have employed a new form of corporate social responsibility (CSR) advertising that incorporates COVID-19-related health behavior recommendations. This type of CSR advertising seeks to increase both business-oriented responses and health-oriented responses. As such, these ads are thought to...

Despite its central importance in achieving most long-term advertising goals, the past several decades of academic research have placed too little emphasis on brand awareness (BA), focusing more often on attitude toward the ad, attitude toward the brand, and purchase intention. In part because of this lack of focus, no universally accepted definiti...

Internet usage among consumers, which encompasses a wide variety of activities ranging from social media to e-commerce, has exploded in recent years. Increasingly, marketers are using the trail of personal data consumers leave behind to achieve more precise marketing tactics and may even sell this information to third parties. This has led to growi...

Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are...

Minimalistic consumption has received increased attention during the last few years with a substantial segment of consumers having adopted this notion. Minimalism highlights subjective well-being, happiness, and increased quality of life. Despite minimalism gaining significance, we know little about minimalistic consumption, its various forms, its...

Prior research on creativity and the effectiveness of executional factors in advertising has focused on the impact of uniqueness and consistency in comparison to prior and competitive advertising. Relatively little is known about the specific impact of these variables and their relationship to each other, and few existing measures of consistency an...

This research examines the effect that leaving space between products has on consumers’ estimation of product size. We theorize and empirically confirm that when space is left between products (i.e., the display is interspaced), consumers are better able to distinguish the product from the environment, which results in more attention being devoted...

The authors outline forces that have led to changes in the advertising industry in recent years, including cluttered environments, digital advertising and technological advancements, growing concerns about privacy, greater emphasis on corporate social responsibility, and more focus on return on investment. The degree to which these forces have chan...

Purpose Despite increased emphasis on customer or market orientation over the past several decades, there is considerable evidence that many customer service practices have created a “Janus face” situation in which stated marketing philosophy often differs from practice. This paper aims to explore those issues in marketing practice. Design/methodo...

This study examines the effect of distraction after being exposed to information on low‐fit brand extension evaluation. We show that when consumers are distracted (vs. engaging in deliberate thinking) after encoding extension information they evaluate low‐fit brand extensions more favorably. Findings suggest that distraction can help establish conn...

Four studies examined the perceived persuasiveness of pro-and anti-health messages among Koreans and Americans. Results indicated that the perceived effectiveness of messages in the two countries depends on whether a healthy (e.g., anti-smoking) or an unhealthy (pro-smoking) behavior is advocated. In general, Americans believed that they were more...

Given various “green” communication protocols offered in the marketplace, this paper adds insight on how consumers process sustainability labeling information with scale ratings. Drawing from ambiguity theory and numerosity literature, we conduct two experiments to examine the impact of brand-based sustainability levels and the range of scale magni...

Research on portrayals of women and minorities in advertising has found that the overall representation of these groups has increased, some stereotypes persist.ls. This study examines portrayals of minorities and women in Super Bowl advertising. A content analysis of ten years of Super Bowl ads is conducted and a multinomial logit regression model...

Purpose An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to d...

Increasingly, high-end retailers in various parts of the world are marketing premium private label products. This study examines the degree to which advertising can lead premium private labels to be perceived as luxurious and the factors that enhance this perception. Using a theoretical framework based on cue utilization theory and categorization t...

The extant literature suggests that idealized imagery of female models in advertising has negative impacts on the body satisfaction of those exposed. Women can feel pressure to live up to “perfect” images depicted in advertising, sometimes resulting in negative consequences. As a result, the practice of digital retouching or “photoshopping” of ads...

A series of depth interviews with creative directors and staff in multiple agencies in Colombia indicated widespread awareness of what are perceived to be a dubious and unethical industry practices surrounding Creative Awards submissions. The agency personnel reported multiple problems, including some agencies winning top awards when the merit was...

The issue of digitally retouching models has begun to gain the attention of the public and regulators in multiple parts of the world, with some countries considering legislation or even passing restrictions, including requiring disclosures on retouched ads. This study adds insight into this debate by examining the impact of the addition of a disclo...

Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role an...

The effects of direct and indirect product experiences have been examined in several studies. This study expanded a previous experience study on the effects of mobile direct experience that clarified the relationships between direct experience and perceived interactivity, attitude toward smartphone applications and purchase intention. The current s...

The portrayal of racial and ethnic minority groups in advertising is an important issue that has implications for both business and society. Both expectancy theory and cultivation theory suggest negative impacts of repeated exposure to stereotypes in the media or advertising. At a societal level, integrated CSR communications should portray minorit...

In the current economic climate, select countries, previously stable, are finding themselves in economic crisis. When going through these crises, countries risk an even worse situation if foreign consumers develop negative perceptions of their country that lead to reduced interest in purchasing their goods. This study examines the impact of country...

In spite of considerable prior research on luxury branding, no widely accepted definition of "luxury brand" exists. The purpose of this paper is to review the literature in order to: a) summarize the state of knowledge on luxury brand marketing; and b) provide a new and usable definition of a luxury brand. A literature review was conducted with a f...

While outdoor advertising is currently the fastest-growing traditional advertising medium, the value of billboards to the public has long been debated. Drawing on a conceptual framework developed by Farris and Albion (1980), contrasting two schools of thought about advertising's economic and societal role, this study reports a meta-analysis of more...

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners. Despite the prevalence of such advertisements, little academic research has investigated their ability to persuade consumers. The current study tested whether resonant advertisements are more persuasive than nonresonan...

This paper’s aim is to provide a comprehensive review of the literature on fashion advertising. Toward this end, the paper describes major theoretical perspectives that have been used in fashion advertising research; discusses major findings that the cumulative body of research has produced in key sub-areas of fashion advertising research; and prov...

This paper focuses on the concept of Leveraged Marketing Communications (LMC) and provides the first comprehensive definition of the concept. LMC are defined here as brand building strategies that pair a brand with another object for the purpose of enabling the brand to benefit from the associations the target audience has with the object. We devel...

This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when marketplace omission and/or commission occur, as well as the factors that elevate these events from colle...

Prior research on the impact of marketing activities such as Super Bowl advertising on firm value has produced mixed results. Drawing on the marketing productivity chain, this study introduces hitherto neglected customer-based brand equity effects as indicator for investors’ expectations about future customer equity effects (i.e., expected future c...

Existing research on personalization has found that consumers generally prefer personalized products over standardized ones. This study argued that consumer preference for personalized products is dependent on purchasing context and reversibility of choice. Results of an experiment conducted in this study found that consumers preferred personalized...

Recent years have seen some US municipalities implementing restrictions on lighted on-premise signs, often based on environmental arguments. At the same time, sign companies and sign users argue that restrictions are harmful to businesses. To date there has not been any research on the degree to which restrictions on illuminated signs are harmful t...

Advertising within videogames has grown in importance over the last few years. This research investigates the impact of character presence in advergames on brand attitude and game performance, and how such effects depend on national culture. A total of 130 students participated in an experiment conducted in the US and Korea. Results show that when...