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Using humor in conjunction with negative consequences in advertising

Voss, Kevin E. - In: Journal of current issues and research in advertising : … 31 (2009) 2, pp. 25-39

Persistent link: https://www.econbiz.de/10003929288

Consumer evaluation of continuous and discontinuous innovation: The effects of brand equity and product category knowledge

Gammoh, Bashar S.; Voss, Kevin E.; Skiver, Ryan - In: American Journal of Business 26 (2011) 1, pp. 65-79

Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between-subjects...

Persistent link: https://www.econbiz.de/10010583986

Competing cues in brand alliance advertisements

Voss, Kevin E.; Li, Ying Ying; Song, Young Ok Sunny - In: Journal of business research : JBR 149 (2022), pp. 476-493

Persistent link: https://www.econbiz.de/10013325634

Social and equity inferences in customers' evaluation of services

Voss, Kevin E.; Jiménez, Fernando R. - In: Journal of marketing theory and practice 18 (2010) 3, pp. 219-232

Persistent link: https://www.econbiz.de/10003997666

Consumer evaluation of continuous and discontinuous innovation : the effects of brand equity and product category knowledge

Gammoh, Bashar S.; Voss, Kevin E.; Skiver, Ryan - In: American journal of business : applying research to … 26 (2011) 1, pp. 65-79

Persistent link: https://www.econbiz.de/10009407625

Building brands through brand alliances : combining warranty information with a brand ally

Fang, Xiang; Gammoh, Bashar S.; Voss, Kevin E. - In: The journal of product & brand management 22 (2013) 2, pp. 153-160

Persistent link: https://www.econbiz.de/10009745805

How does a brand ally affect consumer evaluations of a focal brand?

Voss, Kevin E.; Gammoh, Bashar S.; Fang, Xiang - In: Psychology & marketing 29 (2012) 12, pp. 929-940

Persistent link: https://www.econbiz.de/10009691215

A model of consumer's retail atmosphere perceptions

Rayburn, Steven W.; Voss, Kevin E. - In: Journal of retailing and consumer services 20 (2013) 4, pp. 400-407

Persistent link: https://www.econbiz.de/10009755362

An alternative approach to the measurement of emotional attachment

Jiménez, Fernando R.; Voss, Kevin E. - In: Psychology & marketing 31 (2014) 5, pp. 360-370

Persistent link: https://www.econbiz.de/10010362507

Corporate brand effects in brand alliances

Voss, Kevin E.; Mohan, Mayoor - In: Journal of business research : JBR 69 (2016) 10, pp. 4177-4184

Persistent link: https://www.econbiz.de/10011553950