The purpose of the present study was to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low awareness) on brand name recall and change in brand attitude. The study extends previous research by focusing on the sportswear market and including personal involvement towards...
Products as diverse as soda-pop, fashion and
automobiles are selling to the tunes of classic and current
pop and rock music. The combination of MTV (Music
Television), the latest audio-visual technology, and the
replacement of movie stars by rock stars as the idols of
contemporary youth (Beckett, 1985; Hartman, 1987),...
More research has been conducted regarding women's
costume history than that of men's historic costume. One
area in which little research has been conducted concerns
men's boxer underwear. The need for additional research
dealing with basic style changes of men's boxer undershorts
was compelling to this researcher, as well as...