Anne-Sophie Bacouel, International School of Saint-Germain-en-Laye, FranceAmit Arora, Savannah State University, USA.Anshu S. Arora, Savannah State University, USA.April C. Harris, Senior Healthcare Consultant, UCSD and Lucille Packard Children's Hospital, USA. Eric Billinger, US Air Force Georgia Air National Guard, USA.Grace Curry, Savannah State University, USA.Jamin Gordon, GEICO, USA. John Hudson, Microsoft Corporation, USA. Jun Wu, Savannah State University, USA.Leila Loussaief, ISC Paris Business School, France.Manon Rebufet, ISC Paris Business School, France.Reginald Leseane, Savannah State University, USA.Sabine Bacouel-Jentjens, ISC Paris Business School, France.Shalonda Bradford, Savannah State University, USA.Ulysses J. Brown, III, Savannah State University, USA. William Chasteen, DGCpartners LLC, USA.

• Foreword; John R McIntyre 1. From Lipophilia to Lipophobia: The Role of Moral Entrepreneurs; Anne-Sophie Bacouel and Sabine Bacouel-Jentjens 2. Creative Advertising Appeals on Global Cultural Spectrum; John Hudson and Anshu S. Arora 3. Polysemy in Advertising: A Study of the Effects of Advertising Messages on Decision Making; William Chasteen and Shalonda Bradford 4. Does the Country-of-Origin Matter for Cosmetics? The 'Made In France' Argument; Manon Rebufet, Leila Loussaief, and Sabine Bacouel-Jentjens 5. Brand Diffusions and Brand Naming Strategies; Eric Billinger and Amit Arora 6. Say It without Saying It: How Consumers Interpret 'Tropes' in Advertising and Its Impact on Campaign Success; Jamin Gordon and Jun Wu 7. How 'True' are Stereotypes? The Role of Stereotypes in Advertising; Grace Curry, Ulysses J. Brown, III, Jun Wu, and Anshu S. Arora 8. The Value of Social Networks in the World of Advertising; April Harris and Reginald Leseane Afterword; Lisa Yount

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Anne-Sophie Bacouel, International School of Saint-Germain-en-Laye, FranceAmit Arora, Savannah State University, USA.Anshu S. Arora, Savannah State University, USA.April C. Harris, Senior Healthcare Consultant, UCSD and Lucille Packard Children's Hospital, USA. Eric Billinger, US Air Force Georgia Air National Guard, USA.Grace Curry, Savannah State University, USA.Jamin Gordon, GEICO, USA. John Hudson, Microsoft Corporation, USA. Jun Wu, Savannah State University, USA.Leila Loussaief, ISC Paris Business School, France.Manon Rebufet, ISC Paris Business School, France.Reginald Leseane, Savannah State University, USA.Sabine Bacouel-Jentjens, ISC Paris Business School, France.Shalonda Bradford, Savannah State University, USA.Ulysses J. Brown, III, Savannah State University, USA. William Chasteen, DGCpartners LLC, USA.

• Foreword; John R McIntyre 1. From Lipophilia to Lipophobia: The Role of Moral Entrepreneurs; Anne-Sophie Bacouel and Sabine Bacouel-Jentjens 2. Creative Advertising Appeals on Global Cultural Spectrum; John Hudson and Anshu S. Arora 3. Polysemy in Advertising: A Study of the Effects of Advertising Messages on Decision Making; William Chasteen and Shalonda Bradford 4. Does the Country-of-Origin Matter for Cosmetics? The 'Made In France' Argument; Manon Rebufet, Leila Loussaief, and Sabine Bacouel-Jentjens 5. Brand Diffusions and Brand Naming Strategies; Eric Billinger and Amit Arora 6. Say It without Saying It: How Consumers Interpret 'Tropes' in Advertising and Its Impact on Campaign Success; Jamin Gordon and Jun Wu 7. How 'True' are Stereotypes? The Role of Stereotypes in Advertising; Grace Curry, Ulysses J. Brown, III, Jun Wu, and Anshu S. Arora 8. The Value of Social Networks in the World of Advertising; April Harris and Reginald Leseane Afterword; Lisa Yount

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Anne-Sophie Bacouel, International School of Saint-Germain-en-Laye, FranceAmit Arora, Savannah State University, USA.Anshu S. Arora, Savannah State University, USA.April C. Harris, Senior Healthcare Consultant, UCSD and Lucille Packard Children's Hospital, USA. Eric Billinger, US Air Force Georgia Air National Guard, USA.Grace Curry, Savannah State University, USA.Jamin Gordon, GEICO, USA. John Hudson, Microsoft Corporation, USA. Jun Wu, Savannah State University, USA.Leila Loussaief, ISC Paris Business School, France.Manon Rebufet, ISC Paris Business School, France.Reginald Leseane, Savannah State University, USA.Sabine Bacouel-Jentjens, ISC Paris Business School, France.Shalonda Bradford, Savannah State University, USA.Ulysses J. Brown, III, Savannah State University, USA. William Chasteen, DGCpartners LLC, USA.

• Foreword; John R McIntyre 1. From Lipophilia to Lipophobia: The Role of Moral Entrepreneurs; Anne-Sophie Bacouel and Sabine Bacouel-Jentjens 2. Creative Advertising Appeals on Global Cultural Spectrum; John Hudson and Anshu S. Arora 3. Polysemy in Advertising: A Study of the Effects of Advertising Messages on Decision Making; William Chasteen and Shalonda Bradford 4. Does the Country-of-Origin Matter for Cosmetics? The 'Made In France' Argument; Manon Rebufet, Leila Loussaief, and Sabine Bacouel-Jentjens 5. Brand Diffusions and Brand Naming Strategies; Eric Billinger and Amit Arora 6. Say It without Saying It: How Consumers Interpret 'Tropes' in Advertising and Its Impact on Campaign Success; Jamin Gordon and Jun Wu 7. How 'True' are Stereotypes? The Role of Stereotypes in Advertising; Grace Curry, Ulysses J. Brown, III, Jun Wu, and Anshu S. Arora 8. The Value of Social Networks in the World of Advertising; April Harris and Reginald Leseane Afterword; Lisa Yount

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