NOLEGEIN Journal of Advertising and Brand Management

NOLEGEIN Journal of Advertising and Brand Management [2581-530X(e)] is a peer-reviewed hybrid open-access journal launched in 2018 that provides a platform to discuss new issues in the area of Promotional Research and management. The journal also seeks to advance the quality of research by publishing papers introducing or elaborating on Sales promotions and Global advertising.

• Advertising Strategy and Campaign Management: Research on advertising planning, campaign design, media objectives, message strategy, creative execution, budgeting, campaign evaluation, and the integration of advertising with wider marketing and communication goals.
• Brand Management and Brand Equity: Studies on brand identity, brand image, brand positioning, brand personality, brand awareness, brand associations, brand loyalty, brand equity, brand architecture, brand extensions, and long-term brand-building strategies.
• Integrated Marketing Communication: Research on the coordination of advertising, public relations, sales promotion, direct marketing, digital communication, sponsorship, events, and other communication channels to create consistent and effective brand messages.
• Consumer Response to Advertising: Studies on attention, perception, cognition, emotion, memory, persuasion, attitude formation, purchase intention, and behavioral response to advertising messages, including applications of hierarchy-of-effects and related consumer-response models.
• Digital and Social Media Advertising: Research on social media campaigns, influencer marketing, online advertising, search advertising, mobile advertising, content marketing, programmatic advertising, social commerce, and consumer engagement across digital platforms.
• Advertising Creativity and Message Design: Studies on creative strategy, advertising appeals, storytelling, visual communication, copywriting, humor, emotional and rational appeals, message framing, cultural symbolism, and the effectiveness of creative advertising formats.
• Media Planning and Cross-Media Communication: Research on media selection, media scheduling, reach and frequency, cross-media synergy, media multitasking, audience fragmentation, traditional and digital media integration, and measurement of advertising exposure and effectiveness.
• Sales Promotion and Promotional Strategy: Studies on discounts, coupons, contests, loyalty programs, trade promotions, point-of-purchase communication, promotional pricing, consumer incentives, and the short- and long-term effects of sales-promotion strategies.
• Global and Cross-Cultural Advertising: Research on international advertising, global branding, localization, cultural adaptation, consumer response across countries, standardization versus adaptation, multicultural communication, and advertising strategy in emerging and developed markets.
• Brand Trust and Consumer–Brand Relationships: Studies on brand trust, brand attachment, brand love, self-brand connection, brand communities, relationship quality, customer engagement, advocacy, loyalty, and the development of enduring consumer–brand relationships.
• Influencer Marketing and Social Relationship Equity: Research on influencer credibility, influencer–brand fit, source attractiveness, parasocial interaction, electronic word of mouth, social-media marketing activities, relationship equity, and their effects on brand attitudes and purchase behavior.
• Advertising Effectiveness and Performance Measurement: Studies on campaign performance, advertising return on investment, brand-lift measurement, sales response, attribution, conversion, consumer engagement, communication outcomes, and quantitative or qualitative methods for evaluating advertising effectiveness.
• Artificial Intelligence and Advertising Technology: Research on artificial intelligence, generative AI, automated creative development, recommendation systems, programmatic media buying, predictive targeting, marketing automation, conversational advertising, and human–AI collaboration in advertising and brand management. The journal’s current scope explicitly identifies AI and human-machine intelligence as emerging communication areas.
• Crowdsourcing, Open Innovation, and Co-Creation: Studies on crowdsourced advertising, consumer co-creation, innovation tournaments, crowdfunding, collective intelligence, online labor platforms, user-generated content, and collaborative approaches to campaign and brand innovation.
• Sustainable, Ethical, and Responsible Advertising: Research on green advertising, sustainability communication, environmental claims, social responsibility, corporate communication, ethical advertising practices, diversity and inclusion, representation, deceptive advertising, and responsible brand behavior.
• Corporate Branding and Reputation Management: Studies on corporate identity, corporate image, corporate reputation, employer branding, rebranding, crisis communication, stakeholder perceptions, institutional communication, and strategic management of corporate brands.
• Advertising Regulation and Consumer Protection: Research on advertising standards, misleading and deceptive advertising, disclosure requirements, comparative advertising, influencer disclosures, privacy, data-driven targeting, children’s advertising, and regulatory or ethical issues affecting promotional communication.
• Neuromarketing and Advertising Psychology: Studies using behavioral, psychological, neuroscientific, biometric, and experimental approaches to examine attention, emotional response, memory, persuasion, sensory processing, and consumer reactions to advertising stimuli.
• Branding in Emerging Markets and Sectoral Contexts: Research on advertising and brand management in retail, services, healthcare, tourism, education, financial services, technology, startups, nonprofit organizations, and emerging economies, including sector-specific consumer and communication challenges.
• Emerging Trends in Advertising and Brand Management: Research on virtual and augmented reality, immersive advertising, metaverse branding, creator economies, interactive media, AI-generated content, personalization, privacy-aware marketing, and other emerging developments that reshape advertising practice and brand-consumer relationships.