A5110807329- Consumer Behavior in Brand Consumption and Identification
- Digital Marketing and Social Media
- Cultural Differences and Values
- Technology Adoption and User Behaviour
- Humor Studies and Applications
- Racial and Ethnic Identity Research
- Culinary Culture and Tourism
- Social and Intergroup Psychology
- Customer Service Quality and Loyalty
- Educational Games and Gamification
- Ethics in Business and Education
- Corporate Identity and Reputation
- Online and Blended Learning
- Consumer Retail Behavior Studies
SUNY Polytechnic Institute
2014-2025
Université de Montréal
2009
HEC Montréal
2007
International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries. In order provide them with better guidelines, we conduct a content analysis print from China, United States and France. We found that cultural values deemed important in given country are rarely portrayed ads. This suggests may be using humour promote their products services not endorsed by general population. Alternatively, ridiculing less important, attract attention while...
AbstractThis paper theoretically and conceptually examines the formation of brand communities through mechanisms constitutive rhetoric. Although research has identified conceptual tenets communities, which are formed established remain largely understudied. This addresses this limitation using communications theory to develop a model community examination historical case studies most notable prominent communities: Apple, Nike Harley-Davidson. The outlines notion that persuasion rhetorical...
This article investigates the impact of socio-technical and cultural factors on business management students’ learning ethical skills in a serious gaming environment. A survey study ( n = 302) was conducted with participants from two British universities. SEM (structural equation modeling) used to test empirical model, results this show that technical enablers social learners’ performance perception games as pedagogically effective tools. Additionally, we observe differences conative...