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This study examines how advertising messages of female empowerment are perceived by Gen-Z women. With the use of authenticity and self-concept theories, we employ in-depth interviews to investigate consumer responses. The thematic analysis indicates that positive attitudes to femvertisements depend primarily on relatability that entails congruence with perceived actual rather than idealized self-concepts. However, while femvertisements often evoke initially positive responses, further reflection regarding their sincerity and authenticity elicits more critical perspectives. Yet respondents remain reluctant to admit disliking a femvertisement, an outcome which can be conceptualized as a guilty displeasure. Theoretical and practical implications on pro-social advertising are drawn. [ABSTRACT FROM AUTHOR]

This article discusses the rise of digital platforms and their impact on the global economy. It highlights the lack of research on the international perspective of digital platforms, despite their potential for global expansion. The article introduces a special issue of the International Marketing Review that explores different aspects of digital platforms and ecosystems from an international marketing perspective. The document is a compilation of research articles that provide insights into various aspects of this topic, such as the role of digital platforms in firm internationalization, knowledge sharing in SMEs' internationalization, and the use of social media platforms in startups' international marketing strategies. The articles also examine the relationship between digital ad spend and cross-border e-commerce, self-preferencing in online marketplaces, and consumer resistance to price transparency in high-end digital retail. This compilation of research articles offers valuable information for library patrons conducting research on these specific topics. [Extracted from the article]

Reshoring can be theorized as a brand‐revitalizing process for fostering companies' ability to create value in the home country. The question of how to maintain sustainable reshoring implementation strategies by developing favourable brand responses is an important but underexplored field. Given that reshoring brand meanings are socially constructed and causally inferenced by consumers, we advocate that a reshoring brand revitalization should begin by understanding what constitutes customers' attributions to reshoring motives. We identify values‐driven, stakeholder‐driven and strategic‐driven attributions as determinants of the sense of the institutionalization process (brand authenticity, legitimacy and sustainability). These institutional logics comprise drivers that influence brand love and brand advocacy. We conduct an empirical study (n = 1043) in China. The findings indicate that institutionalized reshoring branding activity is significantly influenced by customers' attributions to underlying reshoring decisions. Reshoring brands that achieve institutional recognition are more likely to generate brand love and advocacy. In addition, our study provides empirical evidence that nostalgia (1) strengthens the influences of stakeholder‐driven attributions on brand authenticity and sustainability, (2) inhibits the influence of values‐driven attributions on brand authenticity and (3) inhibits the influence of strategic‐driven attributions on brand authenticity, legitimacy and sustainability. Reshoring brand managers should consider these connections when designing their reshoring implementation strategies in the home country. [ABSTRACT FROM AUTHOR]

This manuscript theorises the use of heroism in marketing by analysing selected representations of the army hero in contemporary advertising. Adopting the discourse-mythological approach to analyse Jungian archetypes, we focus on three US advertising campaigns that depict the army hero. Our analysis reveals that representations of the army hero combine traits, symbols, and images of the Magician, Warrior and King archetypes. 'Archetypal blending' is theorised in order to understand the mythological complexities of modern heroism, which expands the individually centred Hero's Journey through references to a collective journey and collective responsibility. This study advances theoretical insights into how advertising blends narratives of heroism and other mythical archetypes to remain meaningful to multiple audiences - balancing the reproduction of conventional views of military heroism with representations that reflect changing societal values. [ABSTRACT FROM AUTHOR]

This paper explores the ways in which consumers' brand trust during a brand crisis is affected through direct experience versus when it is amplified through mass media. By using case-study methodology, our findings reveal that generalised public images of a product crisis initiate a public perception of risk, which provides more negative effects on brand trust than the actual consumers' experience does. We introduce the media as a third partner influencing the trust relationship between consumers and brands, and offer suggestions for restoring and preserving customers' brand trust. [ABSTRACT FROM AUTHOR]

This study examines the value proposition through corporate reputation, as corporate reputation best communicates to consumers and the public the company's value orientation. The research setting for the study was the Thai private hospital industry. A quantitative methodology was employed, using Confirmatory Factor Analysis (CFA) to purify our measurement items and then using regression analysis to test our hypothesis. A model of corporate reputation is proposed, based primarily on a combination of institutional theory, impression management theory, and signalling theory. The study contrasts with most previous studies on this subject, which employ a single approach in researching corporate reputation. Lastly, it explores the implications of corporate reputation with regards to value offering for practitioners and policy makers. [ABSTRACT FROM AUTHOR]