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Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.; Saenger, Christina - In: Journal of business research : JBR 67 (2014) 7, pp. 1559-1566
Persistent link: https://www.econbiz.de/10010379270
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The strategic use of contextual and competitive interference to influence brand-attribute associations
Saenger, Christina; Jewell, Robert D.; Grigsby, Jamie L. - In: Journal of advertising : official publication of the … 46 (2017) 3, pp. 424-439
Persistent link: https://www.econbiz.de/10011744301
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Establishing effective repositioning communications in a competitive marketplace
Jewell, Robert D. - In: Journal of marketing communications 13 (2007) 4, pp. 231-241
Persistent link: https://www.econbiz.de/10003606541
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Consumption-focused self-expression word of mouth : a new scale and its role in consumer research
Saenger, Christina; Thomas, Veronica L.; Johnson, … - In: Psychology & marketing 30 (2013) 11, pp. 959-970
Persistent link: https://www.econbiz.de/10010206848
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Do you want to talk about it? : when word of mouth alleviates the psychological discomfort of self-threat
Thomas, Veronica L.; Saenger, Christina; Bock, Dora E. - In: Psychology & marketing 34 (2017) 9, pp. 894-903
Persistent link: https://www.econbiz.de/10011738125
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Promoting or protecting my brand : the identity-expression and fear-of-imitation conflict
Thomas, Veronica L.; Saenger, Christina - In: The journal of consumer marketing 34 (2017) 1, pp. 66-73
Persistent link: https://www.econbiz.de/10011616242
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How limited consumption experiences affect word of mouth
Saenger, Christina; Thomas, Veronica L. - In: Marketing letters : a journal of research in marketing 32 (2021) 2, pp. 149-163
Persistent link: https://www.econbiz.de/10012548429
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Feeling excluded? : join the crowd : how social exclusion affects approach behavior toward consumer-dense retail environments
Thomas, Veronica L.; Saenger, Christina - In: Journal of business research : JBR 120 (2020), pp. 520-528
Persistent link: https://www.econbiz.de/10012417160
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Celebrity influence on word of mouth : the interplay of power states and power expectations
Thomas, Veronica L.; Fowler, Kendra; Saenger, Christina - In: Marketing letters : a journal of research in marketing 31 (2020) 1, pp. 105-120
Persistent link: https://www.econbiz.de/10012229427
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Betrayed by AI : how perceived betrayal by a virtual assistant affects consumers' purchase intentions for recommended products
Saenger, Christina; Kuchmaner, Christina A.; Bateman, … - In: Journal of business research : JBR 185 (2024), pp. 1-8
Persistent link: https://www.econbiz.de/10015147971