“…In the quick-service restaurant (QSR) industry (which includes coffeehouse brands), advertising plays a vital role in attracting customers (Barrows & Vieira, 2012;Cao & Kim, 2015). Faced with increased competition, QSRs constantly strive to develop effective advertisements in order to promote their brands and gain customer loyalty (Duarte Alonso, O'Neill, Liu, & O'Shea, 2013;Magnini, Honeycutt, & Cross, 2008).…”