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A multimodal emotion perspective on social media influencer marketing : the effectiveness of influencer emotions, network size, and branding on consumer brand engagement using facial expression and linguistic analysis
Holiday, Steven; Hayes, Jameson L.; Park, Haseon; Lyu, … - In: Journal of interactive marketing 58 (2023) 4, pp. 414-439
Persistent link: https://www.econbiz.de/10014425236
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Influencer marketing : a scoping review and a look ahead
Fowler, Kendra; Thomas, Veronica L. - In: Journal of marketing management : JMM ; journal of the … 39 (2023) 11/12, pp. 933-964
Persistent link: https://www.econbiz.de/10014427131
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Relationship between brand innovativeness and customer satisfaction : a moderated mediation model from Generation M perspective
Naz, Sehrish; Asrar-ul-Haq, Muhammad; Anam Iqbal; … - In: Journal of Islamic marketing 14 (2023) 11, pp. 2928-2948
Persistent link: https://www.econbiz.de/10014428813
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Decoding influencer marketing from a community perspective : typologies and marketing management implications
Wang, Rang; Chan-Olmsted, Sylvia M. - In: Asia Pacific journal of marketing and logistics 35 (2023) 8, pp. 1839-1856
Persistent link: https://www.econbiz.de/10014430181
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How can CSR in demarketing trigger brand advocacy and mindful consumption? : mediating roles of perceived corporate hypocrisy and brand credibility
Hoa Pham; Dang Huu Phuc; Bang Nguyen Viet - In: Journal of fashion marketing and management 27 (2023) 5, pp. 851-869
Persistent link: https://www.econbiz.de/10014430517
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Explaining the unsuccessful relationships between brand awareness and behavioral intention : a serial mediation study
Sudhana, Pranakusuma; Noermijati, Noermijati; Hussein, … - In: Management research review 46 (2023) 12, pp. 1852-1864
Persistent link: https://www.econbiz.de/10014430996
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NFT luxury brand marketing in the metaverse : leveraging blockchain-certified NFTs to drive consumer behavior
Sung, Eunyoung; Kwon, Ohbyung; Sohn, Kwonsang - In: Psychology & marketing 40 (2023) 11, pp. 2306-2325
Persistent link: https://www.econbiz.de/10014432401
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Exploring the changing role of brand archetypes in customer-brand relationships : why try to be a hero when your brand can be more?
Merlo, Omar; Eisingerich, Andreas B; Gillingwater, Richard - In: Business horizons 66 (2023) 5, pp. 615-629
Persistent link: https://www.econbiz.de/10014382987
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The sound of music : the effect of timbral sound quality in audio logos on brand personality perception
Melzner, Johann; Raghubir, Priya - In: Journal of marketing research 60 (2023) 5, pp. 932-949
Persistent link: https://www.econbiz.de/10014384292
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Product placement versus traditional TV commercials : new insights on their impacts on brand recall and purchase intention
Gamage, Dulanjana; Jayasuriya, Nisha; Rathnayake, Nilmini; … - In: Journal of Asia Business Studies 17 (2023) 6, pp. 1110-1124
Persistent link: https://www.econbiz.de/10014432793