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Being funny is not enough : the influence of perceived humor and negative emotional reactions on brand attitudes
Warren, Caleb; Carter, Erin Percival; McGraw, A. Peter - In: International journal of advertising : the review of … 38 (2019) 7, pp. 1025-1045
Persistent link: https://www.econbiz.de/10012200365
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Disclosing the persuasive nature of advergames : moderation effects of mood on brand responses via persuasion knowledge
Reijmersdal, Eva A. van; Lammers, Nienke; Rozendaal, Esther - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 70-84
Persistent link: https://www.econbiz.de/10011298746
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The impact of consistency between the emotional feature of advertising music and brand personality on brand experience
Hou, Jianrong; Zhao, Xiaofeng; Zheng, Jiahao - In: Journal of management analytics 6 (2019) 3, pp. 250-268
Persistent link: https://www.econbiz.de/10012171430
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Making the brand appealing : advertising strategies and consumers' attitude towards UK retail bank brands
Mogaji, Emmanuel; Danbury, Annie - In: The journal of product & brand management 26 (2017) 6, pp. 531-544
Persistent link: https://www.econbiz.de/10011801051
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Branding your business
Hammond, James - 2011 - Rev. ed.
Persistent link: https://www.econbiz.de/10008904300
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Consumers' green involvement and the persuasive effects of emotional versus functional ads
Matthes, Jörg; Wonneberger, Anke; Schmuck, Desirée - In: Journal of business research : JBR 67 (2014) 9, pp. 1885-1893
Persistent link: https://www.econbiz.de/10010379213
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Cognitive and affective responses to schema-incongruent brand messages : an empirical investigation
Halkias, Georgios; Kokkinaki, Flora - In: Neuroscience and the economics of decision making, (pp. 165-181). 2012
Persistent link: https://www.econbiz.de/10010371035
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Branding your business : promoting your business, attracting customers and standing out in the market place
Hammond, James - 2008
Persistent link: https://www.econbiz.de/10003585559
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Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective
Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669
Persistent link: https://www.econbiz.de/10012624675
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Like the dad in the ad : testing a conceptual model for new fathers' responses to dadvertisements
Mueller, Sophia; Morton, Cynthia R.; Johnson, Benjamin K.; … - In: International journal of advertising : the review of … 42 (2023) 3, pp. 488-517
Persistent link: https://www.econbiz.de/10014295202