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The role of brand silence and nostalgia in revitalizing traditional skincare products with advertising and celebrity endorsement strategy as a mediator

Tripathi, Vibhuti; Chandra, Tarunija - In: The journal of business and economic studies 26 (2023) 2, pp. 72-108

The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of … traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity … of traditional antiseptic creams were undertaken via convenience sampling across India. Brand salience and nostalgia …

Persistent link: https://www.econbiz.de/10014288866

Joint advertising : the impact of domestic, foreign, and global partners on cognitive fit

Bauer, Brittney C.; Johnson, Clark D. - In: International marketing review 41 (2024) 3/4, pp. 767-805

Persistent link: https://www.econbiz.de/10015057133

The appeal of blurred imagery : enhancing advertising and brand attitudes for luxury goods

Rathee, Shelly; Taylor, Charles Raymond; Gupta, Akash - In: Journal of business research : JBR 182 (2024), pp. 1-12

Persistent link: https://www.econbiz.de/10015125317

Step back in time! : a construal level perspective on advertisements using brand longevity cues

Didi Alaoui, Mohamed; Pecot, Fabien; Merchant, Altaf; … - In: Marketing letters : a journal of research in marketing 35 (2024) 3, pp. 503-518

Persistent link: https://www.econbiz.de/10015125495

Born for marketing? : the effects of virtual versus human influencers on brand endorsement effectiveness : the role of advertising recognition

Deng, Fengyi; Tuo, Muyuan; Chen, Si; Zhang, Zichen - In: Journal of retailing and consumer services 80 (2024), pp. 1-15

Persistent link: https://www.econbiz.de/10015114723

Advertisements and consumer buying intentions, the impact on brands alterations

Singh, Shamsher; Malhotra, Gouri - In: International journal of trade and global markets 18 (2023) 4, pp. 407-419

Persistent link: https://www.econbiz.de/10015062246

How religiosity affects attitudes toward brands that utilize LGBTQ-themed advertising

Chowdhury, Rafi M. M. I.; Arli, Denni; Septianto, Felix - In: Journal of business ethics : JBE 193 (2024) 1, pp. 63-88

Persistent link: https://www.econbiz.de/10014637572

Storytelling in advertisements : understanding the effect of humor and drama on the attitude toward brands

Kasilingam, Dharun Lingam; Ajitha, Soundararaj - In: The journal of brand management : an international journal 29 (2022) 4, pp. 341-362

Persistent link: https://www.econbiz.de/10013270437

Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games

Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh K. - In: Journal of business research : JBR 147 (2022), pp. 222-235

Persistent link: https://www.econbiz.de/10013271486

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