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Modeling brand immunity : the moderating role of generational cohort membership
Saju, B.; Harikrishnan, K.; Anand, S. Joseph Jeya - In: The journal of brand management : an international journal 25 (2018) 2, pp. 133-146
Persistent link: https://www.econbiz.de/10011891243
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Effects of Twitter, communication styles on consumers' brand personality perceptions, attitudes and purchase intentions
Zhang, Xiaochen Angela - In: International journal of internet marketing and … 11 (2017) 2, pp. 158-182
Persistent link: https://www.econbiz.de/10011741658
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Rand communications and customer equity : the mediating role of brand knowledge and word of mouth ads
Bahreinizad, Manizheh; Esmaeilpour, Majid; Moradi, Kianoosh - In: Romanian economic and business review 15 (2020) 4, pp. 90-103
Persistent link: https://www.econbiz.de/10012631932
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When pushing back is good : the effectiveness of brand responses to social media complaints
Johnen, Marius; Schnittka, Oliver - In: Journal of the Academy of Marketing Science 47 (2019) 5, pp. 858-878
Persistent link: https://www.econbiz.de/10012107337
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What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions
Bhandari, Manu; Rodgers, Shelly - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 125-141
Persistent link: https://www.econbiz.de/10011859225
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Social networking the brand : an exploration of the drivers of brand image in the South African beer market
Beneke, Justin; Blampied, Simon; Miszczak, Sonia; … - In: Journal of food products marketing 20 (2014) 4, pp. 362-389
Persistent link: https://www.econbiz.de/10010399875
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Mega-influencers and brand dynamics : shaping attitudes toward leading and challenger brands through electronic word of mouth
Rialti, Riccardo; Zollo, Lamberto; Kim, Kacy K.; Yoon, Sukki - In: Psychology & marketing 41 (2024) 12, pp. 3041-3059
Persistent link: https://www.econbiz.de/10015133943
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Mapping content-driven engagement and attitudinal spillover effect of influencer marketing
Mir, Imran Anwar; Salo, Jari - In: Journal of research in interactive marketing : … 19 (2025) 3, pp. 408-425
Persistent link: https://www.econbiz.de/10015416708
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Does a virtual like cause actual liking? : how following a brand's facebook updates enhances brand evaluations and purchase intention
Beukeboom, Camiel J.; Kerkhof, Peter; Vries, Metten de - In: Journal of interactive marketing : a quarterly … 32 (2015), pp. 26-36
Persistent link: https://www.econbiz.de/10011422780
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Exploring the effectiveness of consumer creativity in online marketing communications
Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 262-276
Persistent link: https://www.econbiz.de/10010519465