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Will direct comparative advertising works for a leading brand? : a study of the honey market

Srivastava, R. K. - In: International journal of comparative management 3 (2020) 1/2, pp. 125-141

Persistent link: https://www.econbiz.de/10012251000

Building brand awareness : the role of celebrity endorsement in advertisements

Rahman, Rehenuma - In: Journal of global scholars of marketing science : … 28 (2018) 4, pp. 363-384

Persistent link: https://www.econbiz.de/10011962791

Factors affecting consumer behavior in Kathmandu valley

Gurung, Ritika - In: Nepalese journal of economics : a publication of … 6 (2022) 3, pp. 134-145

Persistent link: https://www.econbiz.de/10013449233

Investors' reactions to company advertisements : the persuasive effect of product-featuring ads

Aspara, Jaakko; Chakravarti, Amitav - In: European journal of marketing : EJM 49 (2015) 5/6, pp. 943-967

Persistent link: https://www.econbiz.de/10011298075

The effects of producers’ trademark strategies on the structure of the cognac brandy supply chain during the second half of the 19th century : the reconfiguration of commercial trust by the use of brands

Mollanger, Thomas - In: Business history 60 (2018) 8, pp. 1255-1276

Persistent link: https://www.econbiz.de/10012042169

Innovative celebrity endorsement and consumer purchase

Sankar, Jeganathan Gomathi; Indhuja M - In: Journal of Contemporary Issues in Business and Government 26 (2020) 2, pp. 678-684

Persistent link: https://www.econbiz.de/10012522880

The changing portrayal of children in Indian advertisements : a comparative study of the three decades

Choudhary, Sharuti; Roy, Subhadip - In: Young consumers : insight and ideas for responsible … 23 (2022) 4, pp. 570-586

Persistent link: https://www.econbiz.de/10013454855

Anthropomorphizing religious advertising : the moderating role of political ideology

Van Esch, Patrick; Cui, Yuanyuan; Arli, Denni; … - In: Psychology & marketing 39 (2022) 12, pp. 2284-2301

Persistent link: https://www.econbiz.de/10013465190

Trademarks, Comparative Advertising, and Product Imitations : An Untold Story of Law and Economics

Dornis, Tim W. - 2017

Comparative advertising is a daily phenomenon in the modern landscape of commercial communication. Interestingly, however, a deep dichotomy exists between the American legal doctrine on comparative advertising and its European counterpart. Whereas American lawyers have cultivated a rather...

Persistent link: https://www.econbiz.de/10012953908

Comparative advertising : citing or not the leading brand and its price

Dianoux, Christian; Herrmann, Jean-Luc; Zeitoun, Helen - In: The journal of consumer marketing 30 (2013) 4, pp. 345-354

Persistent link: https://www.econbiz.de/10009788904