Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced contradictory results: some studies point at isomorphism, others find differentiation. Our study wants to offer a possible explanation for this paradox, by proposing a more nuanced view on brand…

The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual-task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was…

Students in advertising have always been taught about the big four positions of research, media, account management, and creative. However, other positions should be considered as the field evolves. To better understand evolving agency relationships with creative and account service teams, we interviewed 16 advertising professionals about a fifth…

Background: The prevalence of electronic-cigarette (e-cigarette) product placement in music videos is on the rise and currently unregulated. This promotional activity is concerning given the popularity of music videos among young adults. Aims: We examined associations between self-reported levels of exposure to music videos with any e-cigarette…

The increased emphasis on targeting audiences via digital and social media channels necessitates the updating of traditional advertising curriculum. Academic courses specializing in social media strategy, analytics, and campaigns are vital to the advertising educational landscape as we strive to best prepare students for future employment. Phase 1…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

Zambia is home to a complex set of language practices, which involve languages being used in different ways across social contexts. Historically written communication has typically been associated with English with African languages mainly associated with used spoken contexts. Recently, however, there has been a shift in this pattern with African…

Interest in using generative artificial intelligence (GenAI) in design education is growing, yet its impact on students' creative processes and motivation remains underexplored, especially in advertising design. This qualitative exploratory case study examined how GenAI tools influenced 12 undergraduate graphic and multimedia design students…

Estonia has since the liberation from the Soviet Union in 1991 successfully branded itself as a digital society and an education nation. This transformation builds on a "sociotechnical imaginary" where the progression of learning and the advancement of future citizens is postulated by a restructuring of the classroom through digital…

Background: Engineering curricula are built around faculty and accreditors' perceptions of what knowledge, skills, and abilities graduates will need in engineering careers. However, the people making these decisions may not be fully aware of what industry employers require for engineering graduates. Purpose/Hypothesis: The purpose of this study is…

This paper explores a pedagogical approach to marketing research -- an oft required and not desired course for marketing undergraduate students. Marketing research can become a mundane and not-exciting topic of marketing compared to it's siblings of consumer behavior, social media, advertising, and the like. However, incorporating the approach of…

The use of language in digital discourse for marketing has rapidly developed through mass media. This paper elucidates how advertisers employ various pragmatic strategies to persuade the recipient to act (behavior) by purchasing specific products. This study utilized different theoretical and conceptual frameworks (Theory of Reasoned Action and…

While considering Makoni and Pennycook's (2006) critique of the colonial nature of the notion of singular languages in this dissertation, a documentation and investigation of English and Spanish use on billboards in Carolina, Guaynabo, and San Juan, three cities in Puerto Rico, is presented. The billboards in these towns make use of Spanish, the…

The John J. Heldrich Center for Workforce Development at Rutgers, The State University of New Jersey is part of a multi-center collaborative project focused on child care in New Jersey with the Center for Women and Work and the National Institute for Early Education Research with support and collaboration from the New Jersey Department of Children…

This article analyses the advertisements inserted in search engines of Spanish academic services websites in 2018 and 2019. Content analysis of these advertisements, conducted through the use of Semrush (Search Engine Optimization SEO and Search Engine Marketing SEM audit platform), shows that a large number of platforms offer to write academic…