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Synergistic effects of social media and traditional marketing on brand sales : capturing the time-varying effects
Kumar, V.; Paulich, Brianna JeeWon; Greene, Mallik - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 268-288
Persistent link: https://www.econbiz.de/10011658080
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A brand built on sand : is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies?
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of the Academy of Marketing Science 44 (2016) 5, pp. 586-607
Persistent link: https://www.econbiz.de/10011552514
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Living brands : consumer responses to animated brand logos
Brasel, S. Adam; Hagtvedt, Henrik; Grewal, Dhruv; … - In: Journal of the Academy of Marketing Science 44 (2016) 5, pp. 639-653
Persistent link: https://www.econbiz.de/10011552533
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Political brand identity : an examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign
Pich, Christopher; Dean, Dianne; Punjaisri, Kanyapuss - In: Journal of marketing communications 22 (2016) 1, pp. 100-117
Persistent link: https://www.econbiz.de/10011536095
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An ecological definition of ambient communication : a discursive conceptualization
Biraghi, Silvia; Gambetti, Rosella C.; Graffigna, Guendalina - In: Journal of marketing communications 21 (2015) 1, pp. 5-19
Persistent link: https://www.econbiz.de/10010514633
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Cross-national differences in price-role orientation and their impact on retail markets
Zielke, Stephan; Komor, Marcin - In: Journal of the Academy of Marketing Science 43 (2015) 2, pp. 159-180
Persistent link: https://www.econbiz.de/10010504692
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Can good news be bad? : the role of brand communication strategy and brand commitment in the announcement of product improvements
Guèvremont, Amélie; Grohmann, Bianca - In: Journal of marketing communications 20 (2014) 5, pp. 352-365
Persistent link: https://www.econbiz.de/10010423016
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SMS advertising : how message relevance is linkes to the attitude toward the brand
Varnali, Kaan - In: Journal of marketing communications 20 (2014) 5, pp. 339-351
Persistent link: https://www.econbiz.de/10010423019
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"Meaningful marketing" : a process investigation of how consumers reward noninterruptive, nonpersuasive marketing communication
Puligadda, Sanjay; DelVecchio, Devon; Gilbreath, Bob - In: Journal of marketing communications 20 (2014) 5, pp. 325-338
Persistent link: https://www.econbiz.de/10010423021
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Branding access offers : the importance of product brands, ownership status, and spillover effects to parent brands
Baumeister, Christoph; Scherer, Anne; Wangenheim, … - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 574-588
Persistent link: https://www.econbiz.de/10011340283