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The Effects of Brand Name Suggestiveness on Advertising Recall

Keller, Kevin Lane; Heckler, Susan E.; Houston, Michael J. - In: Journal of marketing 62 (1998) 1, pp. 48-57

Persistent link: https://www.econbiz.de/10005979232

Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Associations

Ng, Sharon; Houston, Michael J. - In: Journal of Consumer Research 32 (2006) 4, pp. 519-529

This research examines whether various forms of brand associations-overall brand beliefs (e.g., Sony is high quality) versus exemplars of the brand (e.g., Sony TV)-are differentially accessible for individuals with independent self-views and those with an interdependent self-view. Since...

Persistent link: https://www.econbiz.de/10005834662

Marketing communications : theory and research

Houston, Michael J. (ed.); Lutz, Richard J. (contributor) - 1985

Persistent link: https://www.econbiz.de/10000710974

Encoding and media effects on consumer learning deficiencies in the elderly

Cole, Catherine A. - In: Journal of marketing research : JMR 24 (1987) 1, pp. 55-63

Persistent link: https://www.econbiz.de/10001020973

The effects of brand name suggestiveness on advertising recall

Keller, Kevin Lane; Heckler, Susan E.; Houston, Michael J. - 1997

Persistent link: https://www.econbiz.de/10000988122

Picture-word consistency and the elaborative processing of advertisements

Houston, Michael J. - In: Journal of marketing research : JMR 24 (1987) 4, pp. 359-369

Persistent link: https://www.econbiz.de/10001036474

Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Associations

Ng, Sharon; Houston, Michael J. - In: Journal of consumer research : JCR ; an … 32 (2006) 4, pp. 519-529

Persistent link: https://www.econbiz.de/10007223087

Fading Optimism in Products: Temporal Changes in Expectations About Performance

Monga, Ashwani; Houston, Michael J. - In: Journal of marketing research : JMR 43 (2006) 4, pp. 654-663

Persistent link: https://www.econbiz.de/10007301086

Cultural Paradoxes Reflected in Brand Meaning: McDonald's in Shanghai, China

Eckhardt, Giana M.; Houston, Michael J. - In: Journal of international marketing 10 (2002) 2, pp. 68-82

Persistent link: https://www.econbiz.de/10007235814

Field Dependency and Brand Cognitive Structures

Ng, Sharon; Houston, Michael J. - In: Journal of marketing research : JMR 46 (2009) 2, pp. 279

Persistent link: https://www.econbiz.de/10008226424