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Renault, Régis - 2015

the dynamics of advertising resulting from its role in the accumulation of goodwill for a product or a brand. …This chapter proposes an analysis of the role of advertising in the transmission of information in markets. It also … describes how the economic analysis of informative advertising provides a satisfactory account of advertising practices and …

Persistent link: https://www.econbiz.de/10014025249

Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence

Vashisht, Devika; Pillai, Sreejesh S. - In: Journal of research in interactive marketing : … 10 (2016) 3, pp. 249-264

Persistent link: https://www.econbiz.de/10011567084

Entry of copycats of luxury brands

Gao, Sarah Yini; Lim, Wei Shi; Tang, Christopher S. - In: Marketing science 36 (2017) 2, pp. 272-289

Persistent link: https://www.econbiz.de/10011672608

Inferring brand integrity from marketing communications : the effects of brand transparency signals in a consumer empowerment context

Cambier, Fanny; Poncin, Ingrid - In: Journal of business research : JBR 109 (2020), pp. 260-270

Persistent link: https://www.econbiz.de/10012238060

Conceptualising performative Instagram influencer and user relationships : through advertising and sponsored brand content

Wilson, Jonathan A. J.; Arroyo, Laura - In: International journal of business performance … 23 (2022) 3, pp. 257-284

Persistent link: https://www.econbiz.de/10013440055

The effects of political ideology and brand familiarity on conspicuous consumption of fashion products

Hewage, Ganga S. Urumutta; Klucarova, Sona; Boman, Laura - In: Journal of global fashion marketing : JGfM 12 (2021) 4, pp. 343-358

Persistent link: https://www.econbiz.de/10012627133

The antecedents and consequences of brand experience and purchase intention

Shukla, Mahima; Sharma, Ashok; Misra, Richa; Jain, Vinamra - In: International journal of electronic business : IJEB 16 (2021) 3, pp. 215-238

Persistent link: https://www.econbiz.de/10012597995

Building brand awareness : the role of celebrity endorsement in advertisements

Rahman, Rehenuma - In: Journal of global scholars of marketing science : … 28 (2018) 4, pp. 363-384

Persistent link: https://www.econbiz.de/10011962791

Work with me or work for me : the effect of brand roles depends on implicit theories of self-change

Rai, Dipankar; Lin, Chien-Wei; Yang, Chun-Ming; Saint … - In: Journal of consumer psychology : JCP ; the official … 34 (2024) 4, pp. 551-569

Persistent link: https://www.econbiz.de/10015144248

Influenced by media brands? : a conjoint experiment on the effect of media brands on online media planners' decision-making

Kouki-Block, Monia; Wellbrock, Christian M. - In: Journal of media business studies 19 (2022) 1, pp. 29-51

Persistent link: https://www.econbiz.de/10012821108