Search Results - person:"Rawal, Monika"

Do not buy this! : strategic self-anticonformity as an advertising tool to increase attention and boost purchase intention

Rawal, Monika; Saavedra, José Luis; Bagherzadeh, Ramin; … - In: Journal of global scholars of marketing science : … 35 (2025) 1, pp. 41-60

Persistent link: https://www.econbiz.de/10015188748

The role of individualism, collectivism, and promotional reward type on consumer response to amplified word-of-mouth strategies

Rawal, Monika; Saavedra, José Luis; Bagherzadeh, Ramin; … - In: Journal of consumer marketing 41 (2024) 3, pp. 298-313

Persistent link: https://www.econbiz.de/10014519741

Do you want to be roasted? : the boundaries of using dark humor as a brand-to-brand communication strategy

Saavedra, José Luis; Bhattarai, Ashok; Dang, Anh; … - In: Journal of research in interactive marketing : … 18 (2024) 2, pp. 220-237

Persistent link: https://www.econbiz.de/10014521188

Customer-brand disidentification : conceptualization, scale development and validation

Anaza, Nwamaka A.; Saavedra, José Luis; Hair, Joseph F.; … - In: Journal of business research : JBR 133 (2021), pp. 116-131

Persistent link: https://www.econbiz.de/10012590177

The journey from customer participation in service failure to co-creation in service recovery

Bagherzadeh, Ramin; Rawal, Monika; Wei, Shuqin; … - In: Journal of retailing and consumer services 54 (2020), pp. 1-10

Persistent link: https://www.econbiz.de/10012238366

Role of brand attachment in customers’ evaluation of service failure

Saavedra Torres, Jose Luis; Rawal, Monika; Bagherzadeh, … - In: Journal of Product & Brand Management 30 (2020) 3, pp. 377-391

Purpose: This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand attachment cushion or amplify the effect of service...

Persistent link: https://www.econbiz.de/10012187475