ABSTRACT To encourage a more critical, evidence-based use of neuromarketing, this study conducts a systematic conceptual and empirical examination of neuromarketing myths. We propose an operational definition of neuromarketing myths and use a mixed-methods approach to identify 21 myths through a literature review and interviews with 13 experts. These myths are organised into four conceptual categories and examined in a large-scale quantitative survey (N = 639). The results reveal a high overall prevalence of neuromarketing myths in all stakeholder groups, with academics showing comparatively lower myth endorsement levels. Distinct patterns emerge across myth categories indicating that even experienced professionals remain susceptible to certain methodological and ethical misconceptions. The implications highlight the need for targeted myth-debunking and neuro-literacy interventions in marketing education and professional practice.

Drawing on the stereotype content model (SCM), this study aims to explore the types and content of different brand-related stereotypes depicted in marketing communications and their influence on consumers’ brand attitudes. It offers empirically-based insights into (a) the types of brand-related stereotypes portrayed in print advertisements of brands, (b) the deployment of warmth and competence in the communicated stereotypes, and (c) the responses of consumers in terms of brand attitudes. A two-phase, mixed-method research approach is used, involving (a) content analysis of published print ads, (b) multilevel modeling and (c) qualitative interviews with consumers. Firms rely heavily on brand stereotypes and, to a lesser extent, on brand buyer/user stereotypes; brand origin stereotypes are used rather sparingly by firms. The findings further show that while both brand competence and warmth positively impact consumer attitudes, both dimensions of the brand buyer stereotype have a negative effect on consumer attitudes. Firms can benefit from the positive influence of brand competence, brand warmth and brand origin competence on consumer attitudes. Emphasizing stereotypical dimensions of brand buyers/users is likely to be counterproductive. This is the first study using the SCM that simultaneously investigates brand-related stereotypes from a company (i.e. supply-side) and a consumer (i.e. demand-side) perspective. The findings offer insights into how communicated stereotypes (in terms of warmth and competence) of the brand origin, the brand itself and the buyer/user of the brand differentially influence consumer attitudes toward the focal brand.

Business school reputation is an important but complex signal of academic and societal value. Although the reputation of business schools is still mainly assessed through bibliometric indicators, accreditations or rankings, these indicators cannot provide access to the broader impact of research on industry and society. This study fills this gap and examines how European business schools translate their research productivity and collaborative practices into reputational capital among academic peers, industry and the public. Using a mixed methods approach, the study quantitatively analyses the relationship between bibliometric indicators at 83 European business schools from 2017 to 2022. These findings are further interpreted through qualitative insights from expert interviews. The results show that elite publications and international collaborations are significant predictors of peer reputation and ranking, while traditional metrics such as number of citations and national collaborations have limited significance. Qualitative evidence shows the importance of aligning research with industry needs, integrating the Sustainable Development Goals (SDGs) and utilizing different communication channels to translate academic reputation into broader societal recognition. The study proposes a new theoretical model with seven propositions that explain how research activities, collaboration and stakeholder engagement jointly influence institutional reputation. The findings argue for a shift from quantity of output to quality of research, recommend a multidimensional assessment of impact, and call for future research to incorporate alternative metrics and broader stakeholder perspectives.

Purpose This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural engagement responses that, respectively, mirror the motives and self-reported engagement from the consumer-based DCM. Design/methodology/approach To empirically verify the provider side of the MDCM framework, the authors used one newsletter and one matching website with corresponding 117 weekly data points. Data were drawn from three sources for six countries: newsletter content stimuli, newsletter performance indicators and Google Analytics metrics on matching website performance. OLS and panel regressions were used to analyse the data and generate results. Findings The results show that content stimuli do explain the behavioural engagement responses of consumers recorded by the provider. However, the effects of the different stimuli are inconsistent: functional stimuli have both positive and negative effects, while social stimuli positively impact the behavioural engagement response. The authors further show that the newsletter engagement response influences subsequent engagement responses across channels (e.g. via the linked news media website). Research limitations/implications Further research definitely needs to empirically verify the connection between two sides of the MDCM framework. As proposed by authors, provider-based stimuli are corresponding to the consumer-based motivations, however, which stimuli are triggering which motivations and how they can consequently be translated to both consumer- and provider-based behavioural engagement is still an open question. Different theoretical lenses could be taken in the usage of MDCM framework. Practical implications Our observations are relevant for marketers that want to use certain stimuli in their digital content, in particular a content introduced in the newsletter and the website. The authors show that stimuli are indeed related to the behavioural engagement response of consumers and that various stimuli impact engagement differently. Furthermore, the recommendations for the marketing managers of news media are to use priming across the platforms in their Web communication strategies. Originality/value This study proposes and empirically tests the provider side of the MDCM framework across two news media channels, focusing on behavioural engagement responses.

This manuscript addresses behavior change intentions and consumer risk perceptions in the context of uncertainty and crisis such as the Covid-19 pandemic. Based on the theory of planned behavior and health behavior theories, a conceptual framework is developed that focuses on the role of attitudes toward the Covid-19 pandemic, their determinants in the context of the public campaign conducted, and the resulting behavior change intentions. The empirical study, based on an actual campaign and a representative nationwide sample in a developing country, is conducted to test the developed hypotheses. The results suggest that information search is relevant to predicting attitudes and intention to change behavior. At the same time, exposure to the campaign is directly relevant to motivating the target audience to change their behavior. There is also a gap between attitude and behavior, but it is bridged by perceived risk, which plays a vital moderating role when rated high or low. Finally, in the presence of this moderating effect, an indirect effect of information search on behavior change intention is confirmed by attitudes toward the Covid-19 pandemic. Overall, this study provides valuable insights for research in health behavior and crisis management.

The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, speci cally Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate that controlled communication signi cantly in uences both the Competence and Sophistication dimensions of brand personality, and that there are signi cant indirect effects of both controlled and uncontrolled communication through reference groups on loyalty mediated by personality dimensions. These ndings provide valuable insights for brand managers and marketers seeking to enhance brand loyalty by developing effective communication strategies that align with the desired brand personality dimensions.