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~isPartOf:"Journal of advertising research"
~isPartOf:"Journal of retailing"
~person:"Chen, Huan"
~person:"Dass, Mayukh"
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Chen, Huan
Dass, Mayukh
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Journal of advertising research
Journal of retailing
The journal of brand management : an international journal
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ECONIS (ZBW)
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An investigation into slogan design on creating slogan-brand alignment : message clarity and creativity enhance while jingles and rhymes weaken alignment
Dass, Mayukh
;
Kohli, Chiranjeev
;
Acharya, Manaswini
- In:
Journal of advertising research
63
(
2023
)
1
,
pp. 43-60
Persistent link: https://www.econbiz.de/10014283815
Saved in:
2
On the extendibility of brands with subordinate versus basic category concepts
Topaloglu, Omer
;
Kumar, Piyush
;
Dass, Mayukh
- In:
Journal of retailing
97
(
2021
)
3
,
pp. 394-404
Persistent link: https://www.econbiz.de/10013256052
Saved in:
3
Shape matters : package shape informs brand status categorization and brand choice
Chen, Huan
;
Pang, Jun
;
Koo, Minkyung
;
Patrick, Vanessa M.
- In:
Journal of retailing
96
(
2020
)
2
,
pp. 266-281
Persistent link: https://www.econbiz.de/10012295831
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