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Being funny is not enough : the influence of perceived humor and negative emotional reactions on brand attitudes
Warren, Caleb; Carter, Erin Percival; McGraw, A. Peter - In: International journal of advertising : the review of … 38 (2019) 7, pp. 1025-1045
Persistent link: https://www.econbiz.de/10012200365
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The impact of consistency between the emotional feature of advertising music and brand personality on brand experience
Hou, Jianrong; Zhao, Xiaofeng; Zheng, Jiahao - In: Journal of management analytics 6 (2019) 3, pp. 250-268
Persistent link: https://www.econbiz.de/10012171430
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Making the brand appealing : advertising strategies and consumers' attitude towards UK retail bank brands
Mogaji, Emmanuel; Danbury, Annie - In: The journal of product & brand management 26 (2017) 6, pp. 531-544
Persistent link: https://www.econbiz.de/10011801051
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Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective
Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669
Persistent link: https://www.econbiz.de/10012624675
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Separating the long and short-term effects of advertising repetition on brand name awareness
Vanhuele, Marc - 1994
Persistent link: https://www.econbiz.de/10000909454
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Measuring the impact of health awareness on food demand
Jensen, Helen H. - In: Review of agricultural economics : RAE 14 (1992) 2, pp. 299-312
Persistent link: https://www.econbiz.de/10001134704
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Empowering social change through advertising co-creation : the roles of source disclosure, sympathy and personal involvement
Orazi, Davide C.; Bove, Liliana L.; Lei, Jing - In: International journal of advertising : the quarterly … 35 (2016) 1, pp. 149-166
Persistent link: https://www.econbiz.de/10011547976
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Scarcity appeals in advertising : the moderating role of expectation of scarcity
Mukherjee, Ashesh; Lee, Seung Yun - In: Journal of advertising : official publication of the … 45 (2016) 2, pp. 256-268
Persistent link: https://www.econbiz.de/10011486908
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Advertising between archetype and brand personality
Bechter, Clemens; Farinelli, Giorgio; Daniel, Rolf-Dieter; … - In: Administrative Sciences : open access journal 6 (2016) 2/5, pp. 1-11
The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...
Persistent link: https://www.econbiz.de/10012015803
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The curious versus the overwhelmed : factors influencing QR codes scan intention
Okazaki, Shintaro; Navarro, Angeles; Mukherji, Prokriti; … - In: Journal of business research : JBR 99 (2019), pp. 498-506
Persistent link: https://www.econbiz.de/10012023703