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Hotel marketing strategies in turbulent times : path analysis of strategic decisions
Martin, Drew; Isozaki, Mark - In: Journal of business research : JBR 66 (2013) 9, pp. 1544-1549
Persistent link: https://www.econbiz.de/10009757031
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Advertising-versus-marketing mix carryover effects : an empirical evaluation
De Kluyver, Cornelis A. - In: Journal of business research : JBR 15 (1987) 3, pp. 269-287
Persistent link: https://www.econbiz.de/10001029641
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Negative word of mouth for a failed innovation from higher/lower equity brands : moderating roles of opinion leadership and consumer testimonials
Dalman, M. Deniz; Chatterjee, Subimal; Min, Junhong - In: Journal of business research : JBR 115 (2020), pp. 1-13
Persistent link: https://www.econbiz.de/10012270796
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Do CEOs' personal donations matter? : the impact of the CEO's personal donations on consumers' attitudes toward his/her company in China
Yin, Cheng-Yue; Bi, Nan; Yu, Hong-Yan - In: Journal of business research : JBR 100 (2019), pp. 184-195
Persistent link: https://www.econbiz.de/10012023793
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The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing
Oliveira, João S.; Ifie, Kemefasu; Sykora, Martin; … - In: Journal of business research : JBR 140 (2022), pp. 49-61
Persistent link: https://www.econbiz.de/10013040651
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Endorsement effectiveness of different social media influencers : the moderating effect of brand competence and warmth
Ren, Shengnan; Karimi, Sahar; Bravo Velázquez, Alberto; … - In: Journal of business research : JBR 156 (2023), pp. 1-11
Persistent link: https://www.econbiz.de/10013534139
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The influence of sound logo instruments on brand personality perceptions : an investigation of brand ruggedness and sophistication
Puligadda, Sanjay; VanBergen, Noah - In: Journal of business research : JBR 156 (2023), pp. 1-13
Persistent link: https://www.econbiz.de/10013534258
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From brand control to brand co-creation : an integrated framework of brand paradigms and emerging brand perspectives
Siano, Alfonso; Vollero, Agostino; Bertolini, Alessandra - In: Journal of business research : JBR 152 (2022), pp. 372-386
Persistent link: https://www.econbiz.de/10013493992
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Influencing brand personality with sonic logos : the role of musical timbre
Monin Techawachirakul; Pathak, Abhishek; Motoki, Kosuke; … - In: Journal of business research : JBR 168 (2023), pp. 1-23
Persistent link: https://www.econbiz.de/10014434783
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The impacts of logo dynamism and product types on brand market performance
Wang, Xin; Liu, Huimin; Chen, Hao - In: Journal of business research : JBR 166 (2023), pp. 1-13
Persistent link: https://www.econbiz.de/10014368454