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The impact of brand health on customer equity

Mirzaei, Abas; Baumann, Christoph; Johnson, Lester W.; … - In: Journal of retailing and consumer services 33 (2016), pp. 8-16

Persistent link: https://www.econbiz.de/10011598531

A strategic approach to CSR communication : examining the impact of brand familiarity on consumer responses

Türkel, Selin; Uzunoğlu, Ebru; Kaplan, Melike Demirbağ; … - In: Corporate social responsibility and environmental management 23 (2016) 4, pp. 228-242

Persistent link: https://www.econbiz.de/10011600308

Marketing mix influence on service brand equity and its dimensions

Mukherjee, Somnath; Shivani, Shradha - In: Vision : the journal of business perspective 20 (2016) 1, pp. 9-23

Persistent link: https://www.econbiz.de/10011581949

Exploring the effective restaurant CrM ad : the moderating roles of advertising types and social causes

Kim, Sung-Bum; Kim, Kathleen Jeehyae; Kim, Dae-Young - In: International journal of contemporary hospitality management 28 (2016) 11, pp. 2473-2492

Persistent link: https://www.econbiz.de/10011641546

Moderating role of brand familiarity in cross-media effects : an information processing perspective

Huang, Guanxiong - In: Journal of promotion management : JPM 22 (2016) 5, pp. 665-683

Persistent link: https://www.econbiz.de/10011631927

Featuring the hometown team in cause-related sports marketing : a cautionary tale for league-wide advertising campaigns

Nichols, Bridget Satinover; Cobbs, Joe; Raska, David - In: Sport marketing quarterly : preferred journal of the … 25 (2016) 4, pp. 212-226

Persistent link: https://www.econbiz.de/10011635483

The lasting effects of social meia trends on advertising

Wright, Elizabeth; Khanfar, Nile M.; Harrington, Catherine - In: Journal of business & economics research 14 (2016) 3, pp. 75-82

Persistent link: https://www.econbiz.de/10011557313

Digital Advertising in the Post-cookie Era : Strategic Campaign Planning Across the Customer Journey

Schwarz-Musch, Alexander; Tauchhammer, Alexander; … - 2025

1. Advertising in a digital environment -- 2. Campaign planning and implementation -- 3. Social media advertising -- 4 …. Search engine advertising -- 5. Display advertising. … third-party cookies. Campaigns on social media platforms, in search engines, and through display advertising can still be …

Persistent link: https://www.econbiz.de/10015328647

Competitive Advertising on Brand Search : Traffic Stealing and Click Quality

Simonov, Andrey - 2020

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …

Persistent link: https://www.econbiz.de/10012851987

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