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Exploring the effectiveness of foreign brand communication : consumer culture ad imagery and brand schema incongruity
Halkias, Georgios; Micevski, Milena; Diamantopoulos, … - In: Journal of business research : JBR 80 (2017), pp. 210-217
Persistent link: https://www.econbiz.de/10011771499
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Consumer responses to covert advertising in social media
Göbel, Fabian; Meyer, Anton; Ramaseshan, B.; Bartsch, Silke - In: Marketing intelligence & planning 35 (2017) 5, pp. 578-593
Persistent link: https://www.econbiz.de/10011774511
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Listerine - for the bridesmaid who's never a bride : disparaging humour increases brand attitude and recall among the powerless
Newton, Joshua D.; Wong, Jimmy; Newton, Fiona Joy - In: European journal of marketing : EJM 50 (2016) 7/8, pp. 1137-1158
Persistent link: https://www.econbiz.de/10011608881
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The effect of perceived advertising effort on brand perception : implication for retailers in Hong Kong
Chan, Fong Yee; Chan, Hung Fai; Tang, Felix - In: The international review of retail, distribution and … 27 (2017) 1, pp. 78-93
Persistent link: https://www.econbiz.de/10011703183
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Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality
Loureiro, Sandra Maria Correia; Kaufmann, Hans Rüdiger - In: Baltic journal of management 12 (2017) 2, pp. 153-170
Persistent link: https://www.econbiz.de/10011707209
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The contribution of a brand spokesperson's voice to consumer-based brand equity
Zoghaib, Alice - In: The journal of product & brand management 26 (2017) 5, pp. 492-502
Persistent link: https://www.econbiz.de/10011778298
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
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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
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Brand popularity as an advertising cue affecting consumer evaluation on sustainable brands : a comparison study of Korea, China, and Russia
Whang, Haesung; Ko, Eunju; Zhang, Ting; Mattila, Pekka - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 789-811
Persistent link: https://www.econbiz.de/10011547821
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Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands
Karremans, Johan C.; Kacha, Mathieu; Herrmann, Jean-Luc; … - In: The journal of consumer marketing 33 (2016) 5, pp. 354-363
Persistent link: https://www.econbiz.de/10011553747