Official Journal of Ethan Publications
Publishing Knowledge for a Better Tomorrow
Kai L. Weber · June 2024 · pp. 1-15
Brand personification is a vital concept in marketing communication, wherein brands are endowed with human attributes to create a relatable, living persona. This practice, spanning various aspects of human characteristics,...
Evelyn Lee Chen, David A. Berger · June 2024 · pp. 16-38
Sports fans spend a substantial amount of money on food, drinks, and concessions during sporting events, making concessions a significant revenue source for sports teams and leagues. The demand for...
Aisha Kapoor Singh · June 2024 · pp. 39-47
The impact of extrinsic product popularity information on consumer behavior has been widely acknowledged in marketing literature. This study delves into the intricate interplay between consumer self-construal and the effectiveness...