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Consumer behaviour
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Gammoh, Bashar S.
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Jiménez, Fernando R.
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Wergin, Rand
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Koh, Anthony C.
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Okoroafo, Sam C.
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International journal of electronic commerce : IJEC
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Journal of marketing theory and practice : JMTP
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The journal of product & brand management
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ECONIS (ZBW)
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Consumer culture brand positioning strategies : an experimental investigation
Gammoh, Bashar S.
;
Koh, Anthony C.
;
Okoroafo, Sam C.
- In:
The journal of product & brand management
20
(
2011
)
1
,
pp. 48-57
Persistent link: https://www.econbiz.de/10009007095
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2
Consumer attitudes toward human-like avatars in advertisements : the effect of category knowledge and imagery
Gammoh, Bashar S.
;
Jiménez, Fernando R.
;
Wergin, Rand
- In:
International journal of electronic commerce : IJEC
22
(
2018
)
3
,
pp. 325-348
Persistent link: https://www.econbiz.de/10011884530
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3
The effect of imagery and product involvement in copy testing scores of animatics and finished ads : a schemata approach
Jiménez, Fernando R.
;
Gammoh, Bashar S.
;
Wergin, Rand
- In:
Journal of marketing theory and practice : JMTP
28
(
2020
)
4
,
pp. 460-471
Persistent link: https://www.econbiz.de/10012483481
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