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This study aims to examine consumers’ patriotism, attitudes toward veterans and attitudes and behaviors toward businesses that honor veterans. The goal is to determine if consumers are more or less likely to support businesses that offer veterans preferential treatment.

The conceptual model proposed is tested using an online survey with a nationwide sample. Data are analyzed using partial least squares structural equations modeling.

Results indicate that consumer attitudes toward businesses that honor veterans fully mediate the impact of consumer attitudes toward veterans on behavioral intentions. This suggests that veterans’ discounts or preferential treatments are viewed as a viable means by which consumers can show their support for veterans. Further, results reveal that patriotism has a direct effect on consumers’ behavioral intentions toward businesses that honor veterans.

Businesses routinely offer discounts targeted to specific consumers, such as the elderly and children. These results show that providing discounts to veterans can offer multiple benefits to businesses as well. Positive attitudes toward businesses that honor veterans can lead to positive behavioral intentions from consumers who seek to support veterans.

Despite the existence of businesses honoring veterans by providing discounts or preferential treatment, to the best of the authors’ knowledge, little to no research has investigated the impact that these discounts provide to businesses.

To question the models of childhood implied within contemporary UK debate about advertising to children. The paper identifies a role for qualitative market research in establishing a more fully‐articulated account of childhood, with implications for both policy makers and marketers.

A brief literature review of contemporary sociological perspectives on childhood informs an account of controversy in the UK about the legitimacy of advertising to children. Adult versions of childhood from this debate are contrasted with children's own accounts of their experience of advertising, drawing on a pilot study using informal qualitative methods.

Illuminates the assumptions about childhood which divide industry advocates from their critics, and suggests that qualitative understanding of children's experience of advertising should have a greater role in complementing the predominantly positivist research on which the debate draws.

Limited to recent UK discourse on children and advertising (which may restrict its extendability to non‐European cultures), and draws on a very small pilot study. This does, however, point the way to future research using informal methods.

Intended to enrich understanding of debate and policy on advertising and children, and to encourage the informed use of qualitative research in this area.

This paper fills a gap in the predominantly empirical or polemical literature in this area by setting competing arguments in an ontological framework.

Taking as a point of departure the edited collection Yaraana (1999), ostensibly the first mainstream publication on gay writing from India, the purpose of this article is to trace the way Indian authors have dealt with the growing visibility of nonnormative sexualities. It suggests that from the start this debate has centered on a dyad between local and culturally specific sexual identities vs its globalized opposite, which is held to threaten regionally specific expressions. The continuing struggle for recognition and equality is revealing for a growing divide between those whose sexuality can rely on growing representation in Indian popular media, and those who feel increasingly marginalized.

This article revisits important texts that were published and publicly accessible in India from 1999 onwards. All the text considered and discussed were accessible outside academic networks and thus, available in mainstream bookstores, produced by Indian authors or long-term residents and available in English. Considering the vast language diversity of India as well as the complexity of gaining access to locally published materials, the analysis does not include texts that are only available in a vernacular language. Besides this, the article benefits from the direct input of key activists and scholars from India working on this topic.

Even if homosexuality has now been decriminalized in India, what emerges from the writing is a concern that globally hegemonic expressions of alternate sexualities might impact, homogenize and eventually eradicate locally specific expressions. Considering socioeconomic equality in India, this raises serious questions about those whose precarious positions may see them further marginalized because of this.

While there have been various overviews and analyses of the fight for decriminalization of homosexuality in India, so far there has not been an analysis how this benefited from a growing awareness and discussion in popularly accessible texts. This analysis also raises concerns that the fight for decriminalization might have negative consequences for those in marginalized positions.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also act as mediators between visual and verbal congruence and attitude toward the advertisement.

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit.

Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson–product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson–product fit. The mediating role of spokesperson–product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested.

Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson–product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson–product fit when the NFC was low.

This research has implications for advertisers and brand managers considering the creation of a name for a non-celebrity spokesperson or the development of a brand/spokes-character. However, this research is limited, as it examines only male names.

This research shows that perceptions of spokesperson and product fit are not only influenced by spokesperson appearance (visual congruence) but also by spokesperson name (verbal congruence). This research also identifies limitations of the applicability of phonetic symbolism theory by identifying a condition under which phonetic symbolism (verbal congruence) exerts no effects on perceptions of spokesperson–product fit.

This essay uses Reeves-Ellington's discussion of the timescape as a departure point for describing one way in which marketing managers have responded to consumers’ lived experience of time. It focuses on the retail theatrics of the retroscape as a source of meaning for beleaguered consumers. It then extends the notion of the liminal to account for the temporal orientation that consumers display with regard to both clock time and cosmic time. It concludes with some observations on pluritemporality in postmodern culture.

Since its inception in the 1980s, solidarity has been one of the structuring elements of Haitian hip-hop. In this sense, what an artist could not do on his own for lack of financial means, peer groups enable him to achieve. Given Haiti's precarious socioeconomic context, the possibility of mobilizing more friends and colleagues makes it easier to cope with financial worries and other difficulties. Drawing on material from 36 in-depth semi-structured interviews, this chapter examines practices of solidarity and mutual aid in the world of hip-hop in Port-au-Prince. Drawing on Becker's theory of the art world and Soulet's theory of solidarity, this chapter analyzes the artistic practices through which rappers develop forms of solidarity and mutual aid to cope with various financial and social difficulties. I seek to understand the way rappers organize themselves, which can be likened to the Haitian konbit, a form of solidarity that emerged in the aftermath of independence and continues to this day. This study shows that hip-hop strengthens the social bonds between rappers in working-class neighborhoods, where lifestyles are based on solidarity and mutual aid.