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Social benefits of brand logos in presentation of self in cross and same gender influence contexts
Lee, Jieun; Ko, Eunju; Megehee, Carol M. - In: Journal of business research : JBR 68 (2015) 6, pp. 1341-1349
Persistent link: https://www.econbiz.de/10010530596
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Can dissimilarity in product category be an opportunity for cross-gender brand extension?
Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; … - In: Journal of business research : JBR 135 (2021), pp. 348-357
Persistent link: https://www.econbiz.de/10012647876
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Stay close but not too close : the role of similarity in the cross-gender extension of patronymic brands
Ulrich, Isabelle; Azar, Salim L.; Aimé, Isabelle - In: Journal of business research : JBR 120 (2020), pp. 157-174
Persistent link: https://www.econbiz.de/10012417111
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Brand gender and consumer-based brand equity on Facebook : the mediating role of consumer-brand engagement and brand love
Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, … - In: Journal of business research : JBR 96 (2019), pp. 376-385
Persistent link: https://www.econbiz.de/10011981098
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Brand stereotypes : on the relationships with gendered brand personality and agentic and communal values in fostering Consumer-Brand identification
Delgado-Ballester, Elena; Fernandez-Sabiote, Estela - In: Journal of business research : JBR 177 (2024), pp. 1-14
Persistent link: https://www.econbiz.de/10014550957
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(Un)deservingness distinctions impact envy subtypes : implications for brand attitude and choice
Ferreira, Kirla; Botelho, Delane - In: Journal of business research : JBR 125 (2021), pp. 89-102
Persistent link: https://www.econbiz.de/10012494046
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Mastering survivorship : how brands facilitate the transformation to heroic survivor
Hollenbeck, Candice R.; Patrick, Vanessa M. - In: Journal of business research : JBR 69 (2016) 1, pp. 73-82
Persistent link: https://www.econbiz.de/10011417102
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Linguistic elements of conversational human voice in online brand communication : manipulations and perceptions
Liebrecht, Christine; Tsaousi, Christina; Hooijdonk, … - In: Journal of business research : JBR 132 (2021), pp. 124-135
Persistent link: https://www.econbiz.de/10012581572
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The effects of mixed emotional appeals in leveraging paradox brands
Xin, Benlu; Zhu, Chengfeng; Septianto, Felix - In: Journal of business research : JBR 153 (2022), pp. 266-275
Persistent link: https://www.econbiz.de/10013534022
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Brand resurrections : how past and present narrations impact consumer reactions towards resurrected utilitarian brands
Volpert, Johanna; Michel, Géraldine - In: Journal of business research : JBR 153 (2022), pp. 479-493
Persistent link: https://www.econbiz.de/10013534094