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~isPartOf:"International journal of research in marketing : IJRM ; official journal of the European Marketing Academy"
~subject:"Advertising"
~subject:"Brand loyalty"
~subject:"Viral marketing"
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Advertising
Brand loyalty
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Brand management
97
Markenführung
97
Brand image
62
Markenimage
62
Consumer behaviour
59
Konsumentenverhalten
59
Brand
42
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42
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Nguyen, Hang T.
3
Himme, Alexander
2
Pauwels, Koen
2
Aksehirli, Zeynep
1
Backhaus, Max
1
Bowman, Douglas
1
Calantone, Roger J.
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Chaudhuri, Malika
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Chinchanachokchai, Sydney
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
Journal of business research : JBR
73
The journal of product & brand management
60
Journal of retailing and consumer services
49
The journal of brand management : an international journal
43
International journal of advertising : the review of marketing communications
32
Journal of marketing communications
32
International journal of internet marketing and advertising : IJIMA
27
International journal of advertising : the quarterly review of marketing communications
25
Journal of promotion management : innovations in planning and applied research
23
Asia Pacific journal of marketing and logistics
21
International journal of hospitality management
19
Journal of advertising research
18
European journal of marketing : EJM
16
Psychology & marketing
16
Journal of promotion management : JPM
14
Journal of hospitality marketing & management
12
Marketing intelligence & planning
12
Journal of advertising
11
Journal of marketing
11
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
11
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
10
Marketing letters : a journal of research in marketing
10
SpringerLink / Bücher
10
The IUP journal of brand management : IJBRM
10
Global business review
9
Journal of fashion marketing and management
9
Journal of global marketing
9
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
9
Journal of marketing analytics : JMA
9
The journal of consumer marketing
9
Australasian marketing journal
8
Cogent business & management
8
Industrial marketing management : the international journal for industrial and high-tech firms
8
Journal of Islamic marketing
8
Journal of historical research in marketing
8
Journal of marketing management : JMM ; journal of the Academy of Marketing
8
European journal of marketing
7
International journal of consumer studies
7
Journal of hospitality & tourism research : JHTR ; the professional journal of the Council on Hotel, Restaurant, and Institutional Education
7
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ECONIS (ZBW)
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1
Suspicious online product reviews : an empirical analysis of brand and product characteristics using Amazon data
Ko, Eunhee Emily
;
Bowman, Douglas
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
4
,
pp. 898-911
Persistent link: https://www.econbiz.de/10014451312
Saved in:
2
How firm communication affects the impact of layoff announcements on brand strength over time
Stäbler, Samuel
;
Himme, Alexander
;
Edeling, Alexander
; …
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
3
,
pp. 700-723
Persistent link: https://www.econbiz.de/10014383235
Saved in:
3
Advertising's sequence of effects on consumer mindset and sales : a comparison across brands and product categories
Valenti, Albert
;
Yildirim, Gokhan
;
Vanhuele, Marc
; …
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
2
,
pp. 435-454
Persistent link: https://www.econbiz.de/10014316631
Saved in:
4
Antecedents and financial impacts of building brand love
Nguyen, Hang T.
;
Feng, Hui
- In:
International journal of research in marketing : IJRM ; …
38
(
2021
)
3
,
pp. 572-592
Persistent link: https://www.econbiz.de/10012939485
Saved in:
5
Online display advertising for CPG brands : (when) does it work?
Ewijk, Bernadette J. van
;
Stubbe, Astrid
;
Gijsbrechts, Els
- In:
International journal of research in marketing : IJRM ; …
38
(
2021
)
2
,
pp. 271-289
Persistent link: https://www.econbiz.de/10012591030
Saved in:
6
Engaging in a culturally mismatched thinking style increases the preference for familiar consumer options for analytic but not holistic thinkers
Koo, Minkyung
;
Shavitt, Sharon
;
Lalwani, Ashok K.
; …
- In:
International journal of research in marketing : IJRM ; …
37
(
2020
)
4
,
pp. 837-852
Persistent link: https://www.econbiz.de/10012494719
Saved in:
7
Making new products go viral and succeed
Nguyen, Hang T.
;
Chaudhuri, Malika
- In:
International journal of research in marketing : IJRM ; …
36
(
2019
)
1
,
pp. 39-62
Persistent link: https://www.econbiz.de/10012016490
Saved in:
8
Ad wearout wearout : how time can reverse the negative effect of frequent advertising repetition on brand preference
Kronrod, Ann
;
Huber, Joel
- In:
International journal of research in marketing : IJRM ; …
36
(
2019
)
2
,
pp. 306-324
Persistent link: https://www.econbiz.de/10012063330
Saved in:
9
Brand portfolio coherence : scale development and empirical demonstration
Nguyen, Hang T.
;
Zhang, Yufei
;
Calantone, Roger J.
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
1
,
pp. 60-80
Persistent link: https://www.econbiz.de/10011816963
Saved in:
10
Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.
;
González, Jorge
;
Stremersch, Stefan
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
3
,
pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
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