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Endorser gender and age effects in B2B advertising
Mohan, Mayoor; Ferguson, Jodie L.; Huhmann, Bruce A. - In: Journal of business research : JBR 148 (2022), pp. 60-75
Persistent link: https://www.econbiz.de/10013325446
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Use of celebrity and non-celebrity persons in B2B advertisements : effects on attention, recall, and hedonic and utilitarian attitudes
Ferguson, Jodie L.; Mohan, Mayoor - In: Industrial marketing management : the international … 89 (2020), pp. 594-604
Persistent link: https://www.econbiz.de/10012291393
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Operationalizing ad creativity and its effects in B2B advertising
Ferguson, Jodie L.; Brown, Brian P.; Swani, Kunal; … - In: Industrial marketing management : the international … 126 (2025), pp. 168-184
Persistent link: https://www.econbiz.de/10015395408