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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

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

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

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

Manipulative marketing: persuasion and manipulation of the consumer through advertising

Danciu, Victor - In: Theoretical and applied economics : GAER review 21 (2014) 2, pp. 19-34

Persistent link: https://www.econbiz.de/10010342418

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

Price prediction of e-commerce products through Internet sentiment analysis

Tseng, Kuo-Kun; Lin, Regina Fang-Ying; Zhou, Hongfu; … - In: Electronic commerce research 18 (2018) 1, pp. 65-88

Persistent link: https://www.econbiz.de/10011813150

Predicting consumer sentiments from online text

Bai, Xue - In: Decision support systems : DSS ; the international journal 50 (2010/11) 4, pp. 732-742

Persistent link: https://www.econbiz.de/10008860104

Predicting Consumer Sentiments from Online Text

Bai, Xue - 2015

Sentiment analysis from unstructured text has witnessed a boom in interest in recent years, due to the sheer volume of online reviews and news corpora available in digital form. An accurate method for predicting sentiments could enable us, for instance, to extract opinions from the Internet and...

Persistent link: https://www.econbiz.de/10013039182

Separating the long and short-term effects of advertising repetition on brand name awareness

Vanhuele, Marc - 1994

Persistent link: https://www.econbiz.de/10000909454

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