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How Intensity of cause-related marketing guilt appeals influences consumers : the roles of company motive and consumer identification with the brand
Singh, Jaywant; Crisafulli, Benedetta; Quamina, La Toya - In: Journal of advertising research 60 (2020) 2, pp. 148-162
Persistent link: https://www.econbiz.de/10012293505
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New Brand Extensions: Patterns of Success and Failure
Singh, Jaywant; Scriven, John; Clemente, Maria; Lomax, Wendy - In: Journal of advertising research 52 (2012) 2, pp. 234-243
Persistent link: https://www.econbiz.de/10009998277
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In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom Differ: Affirming Andrew Ehrenberg's Principles
Uncles, Mark; Kennedy, Rachel; Nenycz-Thiel, Magda; … - In: Journal of advertising research 52 (2012) 2, pp. 252-262
Persistent link: https://www.econbiz.de/10009998279
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In 25 years, across 50 categories, user profiles for directly competing brands seldom differ : affirming Andrew Ehrenberg's principles
Uncles, Mark; Kennedy, Rachel; Nenycz-Thiel, Magda; … - In: Journal of advertising research 52 (2012) 2, pp. 252-261
Persistent link: https://www.econbiz.de/10009618390
Cover Image
New brand extensions : patterns of success and failure
Singh, Jaywant; Scriven, John; Clemente, Maria; Lomax, Wendy - In: Journal of advertising research 52 (2012) 2, pp. 234-242
Persistent link: https://www.econbiz.de/10009618392