Relevant research literature and theoretical bases on the effects of message congruence among multiple stimulus modalities are reviewed to demonstrate the importance of modality congruence to the ...

Managers have to understand their businesses to make them more efficient. Theoretical models are critical in this understanding because they provide a conceptual framework for analyzing organizational ...

UGR researchers from the Department of Marketing and Market Research have carried out a pioneering study showing how the use of congruent messages and emojis when promoting tourist destinations on ...