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Advertising between archetype and brand personality

Bechter, Clemens; Farinelli, Giorgio; Daniel, Rolf-Dieter; … - In: Administrative Sciences : open access journal 6 (2016) 2/5, pp. 1-11

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

Persistent link: https://www.econbiz.de/10012015803

The curious versus the overwhelmed : factors influencing QR codes scan intention

Okazaki, Shintaro; Navarro, Angeles; Mukherji, Prokriti; … - In: Journal of business research : JBR 99 (2019), pp. 498-506

Persistent link: https://www.econbiz.de/10012023703

Can brand experience shorten consumers' psychological distance toward the brand? : the effect of brand experience on consumers' construal level

Kim, Dong Hoo; Song, Doori - In: The journal of brand management : an international journal 26 (2019) 3, pp. 255-267

Persistent link: https://www.econbiz.de/10012060067

Consumer regulation strategies : attenuating the effect of consumer references in a voting context

Whelan, Jodie; Goode, Miranda R.; Cotte, June; Thomson, … - In: Psychology & marketing 33 (2016) 11, pp. 899-916

Persistent link: https://www.econbiz.de/10011602966

Fluency in commercial breaks : the impact of repetition and conceptual priming on brand memory, evaluation, and behavioral intentions

Liebers, Nicole; Breves, Priska; Schallhorn, Christiana; … - In: Journal of promotion management : innovations in … 25 (2019) 6, pp. 783-798

Persistent link: https://www.econbiz.de/10012179066

Slogan recall effects on marketplace behaviors : the roles of external search and brand assessment

Briggs, Elten; Janakiraman, Narayan - In: Journal of business research : JBR 80 (2017), pp. 98-105

Persistent link: https://www.econbiz.de/10011771448

Overcoming lower imagery ability through process priming

Ostinelli, Massimiliano; Böckenholt, Ulf - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 799-812

Persistent link: https://www.econbiz.de/10011792402

Physical proximity increases persuasive effectiveness through visual imagery

Jia, Yanli; Huang, Yunhui; Wyer, Robert S.; Shen, Hao - In: Journal of consumer psychology : JCP : the official … 27 (2017) 4, pp. 435-447

Persistent link: https://www.econbiz.de/10011789695

Lovemarks : the future beyond brands

Roberts, Kevin W. S. - 2004 - 1st ed

Persistent link: https://www.econbiz.de/10001819741

Sensory marketing

Hultén, Bertil; Broweus, Niklas; Dijk, Marcus van - 2009

Persistent link: https://www.econbiz.de/10003809891