As a result of the stay-at-home mandates related to Covid-19 across the world, higher education institutions scrambled to move their curricula online. With no clear guidelines on when face-to-face ...(F2F) instruction will resume on campuses across the nation, this article can be a helpful guide for educators who teach, or are planning on teaching, Advertising Campaigns online. Specifically, an online asynchronous approach to teaching this fundamental course is described. Furthermore, this article provides an overview of the materials used and reviews alternative strategies to accomplish meaningful learning opportunities through the web.
This article describes how an international education component for an Advertising and Society course was developed and taught for undergraduate students through a virtual collaboration between ...American and Dutch universities. The creation and implementation of a Collaborative Online International Learning (COIL) project for a major requirement course in the Public Relations and Advertising sequence is described. The project was implemented in a 4-week time frame and consisted of three different phases: an empathy-building phase, development of the core assignment, and a reflection stage. These phases are summarized in the article, and an overview of the course materials is provided and recommendations for educators interested in developing similar efforts are discussed.
Purpose
This study aims to test the relationship between consumers’ perceptions of product type (utilitarian vs hedonic) and the attentional processes that underlie decision-making among minimally ...branded products.
Design/methodology/approach
This study uses eye-tracking measures (i.e. total fixation duration) and data collected through an online survey.
Findings
The study shows that consumers spend more time looking at hedonic (vs utilitarian) and branded (vs unbranded) products, which influences perceptions of quality.
Practical implications
The findings of this research provide guidelines for marketing minimally branded products.
Originality/value
The authors showed that the product type influences the time consumers spend looking at an item. Previous findings about effects of branding are extended to an understudied product category (i.e. live potted plants).
Purpose
This study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e. compensation and ...causal attribution) and brand type (i.e. full-service vs low-cost) in consumers’ expectation violations and the impact of such violations on consumers’ satisfaction and responses to a brand (i.e. brand love and brand hate) were examined.
Design/methodology/approach
This study used a 2 (causal attribution: external/brand) × 2 (compensation: present/absent) × 2 (brand type: low cost vs full service) × 2 (industry: airline and hotel) between-subjects experimental design.
Findings
Results indicated that the presence (vs absence) of compensation can result in positive consumer expectation violations, which can lead to consumer satisfaction and brand love. Alternately, the absence of compensation can result in negative consumer expectation violations, which can lead to consumers dissatisfaction and brand hate. Moreover, brand type (i.e. full-service vs low-cost) significantly interacted with the presence of compensation in influencing consumers’ responses. The attribution of the cause did not significantly influence consumers’ responses.
Practical implications
This study highlights the importance of knowing consumers’ expectations when responding to negative eWOM on social media. Offering compensation is an effective strategy for restoring consumer satisfaction. Specifically, for low-cost brands, offering compensation can lead to even more favorable responses.
Originality/value
This study pioneers in exploring the roles of different brand feedback strategies and brand type in influencing consumers’ responses to brands’ handling of negative eWOM. This study revealed the underlying mechanism through the theoretical lens of expectancy violation and examined the impact of expectation violations on consumer satisfaction and brand love and brand hate.
