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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

Consumption-focused self-expression word of mouth : a new scale and its role in consumer research

Saenger, Christina; Thomas, Veronica L.; Johnson, … - In: Psychology & marketing 30 (2013) 11, pp. 959-970

Persistent link: https://www.econbiz.de/10010206848

Do you want to talk about it? : when word of mouth alleviates the psychological discomfort of self-threat

Thomas, Veronica L.; Saenger, Christina; Bock, Dora E. - In: Psychology & marketing 34 (2017) 9, pp. 894-903

Persistent link: https://www.econbiz.de/10011738125

Promoting or protecting my brand : the identity-expression and fear-of-imitation conflict

Thomas, Veronica L.; Saenger, Christina - In: The journal of consumer marketing 34 (2017) 1, pp. 66-73

Persistent link: https://www.econbiz.de/10011616242

How limited consumption experiences affect word of mouth

Saenger, Christina; Thomas, Veronica L. - In: Marketing letters : a journal of research in marketing 32 (2021) 2, pp. 149-163

Persistent link: https://www.econbiz.de/10012548429

Feeling excluded? : join the crowd : how social exclusion affects approach behavior toward consumer-dense retail environments

Thomas, Veronica L.; Saenger, Christina - In: Journal of business research : JBR 120 (2020), pp. 520-528

Persistent link: https://www.econbiz.de/10012417160

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

Betrayed by AI : how perceived betrayal by a virtual assistant affects consumers' purchase intentions for recommended products

Saenger, Christina; Kuchmaner, Christina A.; Bateman, … - In: Journal of business research : JBR 185 (2024), pp. 1-8

Persistent link: https://www.econbiz.de/10015147971

Imagine That! Stimulating Consumers’ Imagination for Scented Product Omnichannel Success

Meng, Hua; Zamudio, Cesar; Jewell, Robert D. - 2022

Distribution channels for scented products rarely interact. Consumers either smell and buy scented products in store or purchase them online without smelling. Such channel isolation is inefficient. To achieve synergies, we propose a new omnichannel strategy, rooted in the neurobiology of...

Persistent link: https://www.econbiz.de/10014080245

The innovator's license : a latitude to deviate from category norms

Barone, Michael J.; Jewell, Robert D. - In: Journal of marketing 77 (2013) 1, pp. 120-134

Persistent link: https://www.econbiz.de/10009725635