This paper aims to use the semiological approach as a tool for evaluating advertising effectiveness. Many researchers have already examined various ads using this method to identify the visual, narrative and symbolic elements that may influence consumers’ perception. Semiological analysis proves to be a precise and reliable approach to measure the impact of advertisements, providing companies with insights to design more impactful messages. In this context, this research aims to conduct a comparative analysis of two advertising campaigns from two laundry detergent brands; it outlines the idea that the coherence of significant elements, both visually and verbally (audio-visual), plays a crucial role in the effectiveness of an advertising message. The paper offers new and promising perspectives for marketing and communication professionals. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Gender studies is a complex, interdisciplinary field that delves into the impact of societal and cultural norms on gender-related aspects of society. In terms of marketing communications, gender studies are widely discussed across every sub-branch of marketing, including consumer behaviour, advertising, product development and brand communication. Nonetheless, the question of whether this issue has been given sufficient scientific analysis in both academia and in business remains a matter of debate. This epistemological study conducts a keyword analysis of the articles published in the top ten marketing journals over the last 25 years. In general, the articles in the sample group are found to focus on the relationship between gender and marketing mix, brand communication, corporate behaviour, consumer behaviour and stereotypes. While many countries are insensitive to gender inequality, it is thought that international publications should give more importance to studies focusing on women in particular, and it is seen that few studies focusing on gender are included in the research conducted. By analysing research that focuses on gender, this study aims to support marketing professionals for better marketing practices.

This research paper explores the factors that empower women in C-suite positions and the relationship between personal brand and successful performance in managerial positions. The study was conducted in two stages. First, a qualitative approach consisting of 15 in-depth interviews with women in C-suite positions was employed to identify preliminary challenges and feelings relating to personal brand. The second stage was based on insights from a qualitative study of data obtained from an online questionnaire administered to 111 women in C-suite positions. Structural equation modelling was used to analyse the data through three key variables: feeling attractive, education level and affluence. The results indicated the validity of the conceptual model. Aspects of having a high level of education, feeling attractive and having economic independence were associated with significant empowerment for women. To date, there have been very few studies into the empowerment of women in managerial positions in emerging markets and the importance of them feeling successful in their professional development. The present study underscores the importance of personal branding for women in C-suite positions with respect to physical care, intellectual preparation and the satisfaction of being economically independent. Even though there are large differences in the gender salary gap, women in C-suite positions have been able to feel successful and competent when they feel satisfied with their personal brand.

Mental health encompasses an individual’s emotional, psychological and social well-being. In the United States, addressing mental health is an emergent concern among young adults. This paper investigates how stigma and ethnicity influence the likelihood of young adults seeking professional help for a mental health condition. To garner understanding regarding young adults’ attitudes about mental health and help-seeking behaviour, individuals from the Gen Z and millennial generational cohorts were interviewed regarding the management of their mental health and their comfort level with seeking help for a mental health condition. Insight from the interviews helped to inform the development of a model that examined factors influencing the consumption of mental health services. The model was tested using individuals from the Gen Z and millennial cohorts (n = 476). Findings indicate that stigma mediates the relationship between individuals experiencing a mental health condition such as anxiety and intentions to seek mental health services. Heightened feelings of anxiety were also related to efforts to self-treat an illness by consuming products such as alcohol and recreational drugs. Ethnicity was a key factor in terms of the intention to seek help for a mental health condition, with white people more likely than black people to seek help for a mental health condition such as anxiety. Finally, mental health literacy was positively related to intentions to seek mental health services. Recommendations are offered for how marketing and communication strategies can be designed to reach targeted groups, including groups of colour, to help address the mental health crisis.

Drawing on the country-of-origin effect, this paper discusses the key levers for developing the regional brand image of agricultural products in order to increase the competitiveness of such products. Building on this, it proposes a model to develop a credible origin and brand image for regional agricultural products. The paper concludes that when constructing regional brand image, one must identify the product’s various advantages, integrate the unique culture and history of the region, and foster collaboration between government, businesses and farmers. In this way, it is possible to drive rapid economic development at a regional level.

Over the next 50 years, several factors are expected to change the composition and size of the US labour market, most notably: (1) the growing number of baby boomers retiring from the workforce, (2) the stabilisation of women’s participation in the workforce, and (3) increasing racial and ethnic diversity. With higher population growth, fertility and workforce participation rates, the US multicultural population is projected to account for a much larger proportion of the US workforce in the decades to come. The degree to which corporate America is able to maximise productivity and manage cultural diversity effectively will not only impact workforce participation, but also economic output. This paper proposes a conceptual framework for cultural diversity to help corporations manage their increasingly diverse workforce and help transform their companies into multicultural organisations to better serve their diverse employees — and their consumers. The paper outlines a robust toolkit, arguing that companies must take a comprehensive approach to address the lack of diversity in corporate America rather than launch ‘diversity and inclusion’ initiatives, as many have recently done. Future research and discussions on this topic are warranted.

This paper takes up the issue of tobacco marketing and explores its history via the lens of three communities of colour: Native American, Central American and African American. The paper concludes with substantive activities and policies that could lead to the elimination and/or reduction of the marketing of tobacco to communities of colour.

This paper investigates how female college students in the USA differ in their perceptions and behaviours toward rival schools using a nationwide sample. Preliminary analysis suggests that female fans are more positive than male fans toward their rival schools. The paper also identifies significant differences depending on the school year of the respondent and the competition level of the school attended (eg Power 5 Conference versus non-Power 5 Conference). The discussion focuses on the theoretical and practical implications of the findings and discusses future avenues of investigation.

Research into international advertising has shown culturally adapted value appeals to be more persuasive and better liked than non-adapted value appeals, especially when they appeal to the individualism–collectivism dimension. The exception to this observation is in Europe, where, despite significant cultural differences across the continent, such effects have not been identified. This study replicates the material from a previous, highly successful study, and adds a qualitative part to the study. Dutch participants completed a cognitive response task, placed either before or after the main dependent measures, to investigate whether inviting participants to think actively about an advertisement may lead to value activation and consequently to cultural value adaptation effects. The results indicate that cultural value adaptation has no effect on liking or persuasion, even when the cognitive response task occurred before the main dependent measures. This study adds to a growing body of literature indicating that Western Europeans do not consider advertisements adapted to the individualism–collectivism dimension to be more persuasive than non-adapted advertisements; likewise, Western Europeans do not prefer them over non-adapted advertisements.

This study investigates the existence of glory out of reflected failure (GORFing), a psychological phenomenon where people experience joy and favourably compare their in-group versus a rival group following an indirect failure by the out-group. It is hypothesised that in order for GORFing to exist, participants must experience a sense of satisfaction following an indirect failure by the rival group, regardless of their favourite team’s success in the most recent rivalry contest or previous season. The results support the hypotheses, therefore confirming the existence of GORFing. The discussion focuses on implications for research, practice in sport and non-sport organisations, and areas for future investigation.