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Does an expanded brand user base of co-branded advertising help ad-memorability?

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379

Persistent link: https://www.econbiz.de/10011919262

Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: Marketing letters : a journal of research in marketing 29 (2018) 1, pp. 37-48

Persistent link: https://www.econbiz.de/10011820291

When retailers and manufacturers advertise together : examining the effect of co-operative advertising on ad reach and memorability

Nguyen, Cathy; Romaniuk, Jenni; Cohen, Justin; … - In: Journal of retailing and consumer services 55 (2020), pp. 1-7

Persistent link: https://www.econbiz.de/10012268987

Why shorter advertisement breaks reduce radio advertisement avoidance : when it comes to radio advertising, less is more

Michelon, Aaron; Bellman, Steven; Faulkner, Margaret; … - In: Journal of advertising research 64 (2024) 2, pp. 175-191

Persistent link: https://www.econbiz.de/10014576993

Lifting the productivity of TV advertising : nothing matters more than the brand ; nothing

Romaniuk, Jenni - In: Journal of advertising research 52 (2012) 2, pp. 146-148

Persistent link: https://www.econbiz.de/10009618402

The relative influence of advertising and word-of-mouth on viewing new season television programmes

Romaniuk, Jenni; Hartnett, Nicole - In: European Journal of Marketing 51 (2017) 1, pp. 65-81

Purpose This paper aims to investigate the relative influence of advertising and word of mouth (WOM) for new season TV programmes, both new and returning. Design/methodology/approach The study’s longitudinal research design tracks individuals before and after possible exposure to advertising...

Persistent link: https://www.econbiz.de/10014724482

Comparing direct and indirect branding in advertising

Hartnett, Nicole; Romaniuk, Jenni; Kennedy, Rachel - In: Australasian marketing journal 24 (2016) 1, pp. 20-28

Persistent link: https://www.econbiz.de/10011484613

The relative influence of advertising and word-of-mouth on viewing new season television programmes

Romaniuk, Jenni; Hartnett, Nicole - In: European journal of marketing : EJM 51 (2017) 1, pp. 65-81

Persistent link: https://www.econbiz.de/10011626384