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Celebrity influences on consumer decision making : new insights and research directions

Moraes, Marcela; Gountas, John; Gountas, Sandra; … - In: Journal of marketing management : JMM ; journal of the … 35 (2019) 13/14, pp. 1159-1192

Persistent link: https://www.econbiz.de/10012178613

The effect of verbal brand personification on consumer evaluation in advertising : internal and external personification

Chu, Kyounghee; Lee, Do-Hee; Kim, Ji Yoon - In: Journal of business research : JBR 99 (2019), pp. 472-480

Persistent link: https://www.econbiz.de/10012023689

The influence of advertisement repetition on price image in the context of higher education services

Silva, Thayse Schneider da; Perin, Marcelo Gattermann; … - In: Journal of revenue and pricing management 18 (2019) 4, pp. 342-352

Persistent link: https://www.econbiz.de/10012056883

Luxury brands pursuing lifestyle positioning : effects on willingness to pay

Massara, Francesco; Porcheddu, Daniele; Melara, Robert D. - In: The journal of brand management : an international journal 26 (2019) 3, pp. 291-303

Persistent link: https://www.econbiz.de/10012060072

The amplifying effect of branded queries on advertising in multi-channel retailing

Méndez Suárez, Mariano; Monfort, Abel - In: Journal of business research : JBR 112 (2020), pp. 254-260

Persistent link: https://www.econbiz.de/10012230588

The Branding Effect of Sponsored Search Advertising : Value-per-Click vs. Value-per-Impression

Yang, Yanwu - 2018

Advertising efforts mainly aim to build broader brand image and increase sales. In the online context, widely …-successful sponsored search advertising (SSA), which predominantly employs performance-based schemes (e.g., pay-per-click), has been … urgently called for. This paper is among the first attempts to formalize both types of advertising effects and the related …

Persistent link: https://www.econbiz.de/10012933662