Similar Search Results

I implement, they deliberate : the matching effects of point of view and mindset on consumer attitudes

Zhang, Jin; Xu, Xiaobing; Keh, Hean Tat - In: Journal of business research : JBR 139 (2022), pp. 397-410

Persistent link: https://www.econbiz.de/10013194197

Mobile advertising to hispanic digital natives

Smith, Katherine Taken - In: Journal of international consumer marketing 34 (2022) 1, pp. 1-10

Persistent link: https://www.econbiz.de/10013167296

Brand worlds : a guide to creating holistic worlds of brand experiences through communication

Diehl, Sandra; Terlutter, Ralf - In: Media and change management : creating a path for new …, (pp. 169-187). 2022

Persistent link: https://www.econbiz.de/10013167347

Impact of advertising on users' perceptions regarding the Internet of Things

Baudier, Patricia; Ammi, Chantal; Hikkerova, Lubica - In: Journal of business research : JBR 141 (2022), pp. 355-366

Persistent link: https://www.econbiz.de/10013167977

Religiosity and Egyptian Muslim millennials' views on offensive advertising

Wilson, Jonathan A. J.; Ayad, Nihal I. A. - In: Journal of Islamic marketing 13 (2022) 12, pp. 2759-2777

Persistent link: https://www.econbiz.de/10013536360

Consumer responses to covert marketing communications : a case of native advertising disclosure in news contexts

Ju, Ilwoo; Lee, Hyunmin; Sherrick, Brett - In: Journal of promotion management : innovations in … 28 (2022) 7, pp. 1107-1128

Persistent link: https://www.econbiz.de/10013357218

Promoting eco-friendly advertising on social media : the fit between appeals and tie strength

Yan, Jun; Pan, Jingjing; Li, Zhen; Chang, Yaping - In: International journal of advertising : the review of … 43 (2024) 1, pp. 202-230

Persistent link: https://www.econbiz.de/10014450250

Branding fashion through gameplay : the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

Alanadoly, Alshaimaa Bahgat; Suha Fouad Salem - In: European journal of management and business economics : … 33 (2024) 4, pp. 394-410

Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of...

Persistent link: https://www.econbiz.de/10015130645

The matching effects of advertising strategies on enhancing consumer trials of insect-based foods

Meng, Yue; Li, Liwei; Fan, Jieqiong - In: Journal of food products marketing : innovations in … 30 (2024) 8/9, pp. 256-279

Persistent link: https://www.econbiz.de/10015183002

Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in China

Zhang, Hao; Ko, Eunju; Taylor, Charles R. - 2011

advertising appeals on this relationship. First, the authors divided innovation into incremental innovation and radical innovation … authors also tested the effect of advertising appeal using moderating regression. The results indicate that both incremental … advertising appeal is more useful than emotional advertising appeal for radical innovation. On the contrary, emotional advertising …

Persistent link: https://www.econbiz.de/10015379567