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Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.; Saenger, Christina - In: Journal of business research : JBR 67 (2014) 7, pp. 1559-1566
Persistent link: https://www.econbiz.de/10010379270
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Celebrity influence on word of mouth : the interplay of power states and power expectations
Thomas, Veronica L.; Fowler, Kendra; Saenger, Christina - In: Marketing letters : a journal of research in marketing 31 (2020) 1, pp. 105-120
Persistent link: https://www.econbiz.de/10012229427
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How category advertising norms and consumer counter-conformity influence comparative advertising effectiveness
Barone, Michael J.; Jewell, Robert D. - In: Journal of consumer psychology : JCP : the official … 22 (2012) 4, pp. 496-506
Persistent link: https://www.econbiz.de/10009682424
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Stereotype processing's effect on the impact of the myth/fact message format and the role of personal relevance
Yeh, Marie A.; Jewell, Robert D.; Hu, Michael Y. - In: Psychology & marketing 30 (2013) 1, pp. 36-45
Persistent link: https://www.econbiz.de/10009716246
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How brand innovativeness creates advertising flexibility
Barone, Michael J.; Jewell, Robert D. - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 309-321
Persistent link: https://www.econbiz.de/10010363995
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The myth/fact message frame and persuasion in advertising : enhancing attitudes toward the mentally ill
Yeh, Marie A.; Jewell, Robert D. - In: Journal of advertising : official publication of the … 44 (2015) 2, pp. 161-172
Persistent link: https://www.econbiz.de/10011292305