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Incidence of market typologies and pattern of marketing activity performance in selected African countries
Dadzie, Kofi Q. - In: Journal of global marketing 1 (1988) 3, pp. 87-107
Persistent link: https://www.econbiz.de/10001086742
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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
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Behavioral implications of international social media advertising : an investigation of intervening and contingency factors
Johnston, Wesley J.; Khalil, Shadab; Le, Angelina Nhat Hanh - In: Journal of international marketing 26 (2018) 2, pp. 43-61
Persistent link: https://www.econbiz.de/10011879488
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Revisiting the theory of business-to-business advertising
Mora Cortez, Roberto; Gilliland, David I.; Johnston, … - In: Industrial marketing management : the international … 89 (2020), pp. 642-656
Persistent link: https://www.econbiz.de/10012291405