Increasing consumer scepticism about corporate behaviour has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets have been to such efforts. This study examines (i) consumer involvement (a motivational state activated by personal relevance of a stimuli) levels and (ii) processes with corporate advertising to demonstrate differences and similarities with product advertising across multiple markets. Using between subject experimental design, the study was conducted across three different markets with varying degrees of economic development i.e. USA (n = 285), France (n = 217) and Pakistan (n=311). Results demonstrate that consumer involvement levels with corporate advertising is higher in USA than in France and Pakistan. American consumers tend to be involved with corporate advertising as much as they are with product advertising, whereas, French and Pakistani consumers are more involved with product advertising. Apart from differences in involvement levels, study findings demonstrate substantial similarities in involvement processing and how they impact ad attitude and consumers’ behaviour across both the markets. The study holds importance for corporate communication and product managers with cross national responsibilities as it establishes differences and similarities for corporate and product ad involvement across developed and emerging markets.

형사재판에서 피고인이 제출한 증거에 대한 증거능력과 증거조사에 관한 연구이다. 국민 참여재판의 출범 및 개정 형사소송법의 시행에 따라 피고인이 제출하는 증거의 중요성이 증대되고 있다. 형사재판에서 공소 제기된 범죄사실에 대한 입증책임은 어디까지나 검사에게 있다. 따라서 피고인이 제출하는 증거는 알리바이 등 공소 범죄사실에 반대되는 사실을 입증하기 위한 증거이든, 공소 범죄사실에 대한 진술증거의 신빙성을 탄핵하기 위한 탄핵증거이든, 모두 그 성질은 탄핵증거라고 보는 것이 합당하다. 그러므로 원칙적으로 증거능력을 필요로 하지 아니하고 탄핵증거로서 증거조사를 하면 족하다. 연구 대상 판례는 이러한 판단을 전제로 하고 있다.