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Brand transgressions in advertising related to diversity, equity and inclusion : implications for consumer–brand relationships

Mazzoli, Valentina; Donvito, Raffaele; Zarantonello, Lia - In: The journal of product & brand management 33 (2024) 5, pp. 516-532

Persistent link: https://www.econbiz.de/10015165157

How nostalgia in advertising increases brand love : a cross-country study

Grappi, Silvia; Pauwels-Delassus, Véronique; … - In: The journal of product & brand management 33 (2024) 7, pp. 869-887

Persistent link: https://www.econbiz.de/10015166464

Functional and experiential routes to persuasion : an analysis of advertising in emerging versus developed markets

Zarantonello, Lia; Jedidi, Kamel; Schmitt, Bernd - In: International journal of research in marketing : IJRM ; … 30 (2013) 1, pp. 46-56

Persistent link: https://www.econbiz.de/10009732716

Functional and Experiential Routes to Persuasion : An Analysis of Advertising in Emerging Versus Developed Markets

Zarantonello, Lia - 2012

Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a...

Persistent link: https://www.econbiz.de/10013100063

How a CEO's personality, performance, and leadership predict advertising credibility : conceptualizing and measuring CEO brand image

Andreini, Daniela; Fetscherin, Marc; Zarantonello, Lia - In: Journal of advertising research 61 (2021) 1, pp. 110-124

Persistent link: https://www.econbiz.de/10012533690