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Prosumption through advergames : leveraging on advergame format and reward elements to create a sacred brand

Sarkar, Juhi Gahlot; Sarkar, Abhigyan; Sreejesh, S. - In: European journal of marketing 56 (2022) 10, pp. 2649-2676

Persistent link: https://www.econbiz.de/10013457380

Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality

Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 465-485

Persistent link: https://www.econbiz.de/10011567066

Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions : A Multi-Experiment Analysis

Rajagopal, Dr - 2008

The psychographic variables like emotions associated with the brand image constitute the personality of a brand …. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in … belief that individual difference in brand preference or choice behavior are caused by personality differences has not always …

Persistent link: https://www.econbiz.de/10012727247

The context (in)dependence of low-fit brand extensions

Mathur, Pragya; Malika, Malika; Agrawal, Nidhi; … - In: Journal of marketing 87 (2023) 1, pp. 114-132

Persistent link: https://www.econbiz.de/10013474431

Competing construals in advertising : the central role of feeling closer to the brand versus closer to other brand users

Bauer, Brittney C. - In: European journal of marketing 58 (2024) 10, pp. 2232-2264

Persistent link: https://www.econbiz.de/10015198412

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

Factors affecting willingness to participate in consumer generated advertisement

Shulga, Lenna V.; Busser, James A.; Bai, Billy - In: International journal of hospitality management 74 (2018), pp. 214-223

Persistent link: https://www.econbiz.de/10011924667

Mediation role of brand preference on bank advertising and customer loyalty : a developing country perspective

Amoako, George Kofi; Anabila, Peter; Effah, Ebenezer Asare - In: The international journal of bank marketing : IJBM 35 (2017) 6, pp. 983-996

Persistent link: https://www.econbiz.de/10011788289

How to develop brand attachment in various product categories?

Nashtaee, Mitra Shabani; Hanzaei, Kambiz Heidarzadeh; … - In: Asia Pacific journal of marketing and logistics 29 (2017) 5, pp. 1198-1220

Persistent link: https://www.econbiz.de/10011796590

Rand communications and customer equity : the mediating role of brand knowledge and word of mouth ads

Bahreinizad, Manizheh; Esmaeilpour, Majid; Moradi, Kianoosh - In: Romanian economic and business review 15 (2020) 4, pp. 90-103

Persistent link: https://www.econbiz.de/10012631932