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Does celebrity image congruence influences brand attitude and purchase intention?
Paul, Justin; Bhakar, Shailja - In: Journal of promotion management : JPM 24 (2018) 2, pp. 153-177
Persistent link: https://www.econbiz.de/10011875367
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QR code advertising : a cross-country comparison of Turkish and German consumers
Bayrak Meydanoğlu, Ela Sibel; Çilingirtürk, Ahmet Mete; … - In: International journal of internet marketing and … 12 (2018) 1, pp. 40-68
Persistent link: https://www.econbiz.de/10011859031
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Right metaphor, right place : choosing a visual metaphor based on product type and consumer differences
Chang, Chun-Tuan; Wu, Yuan-Ciao; Lee, Yu-Kang; Chu, Xing-Yu - In: International journal of advertising : the quarterly … 37 (2018) 2, pp. 309-336
Persistent link: https://www.econbiz.de/10011859426
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A comparative study on glocal commercial advertisement perceptions : British and French viewers' responses to Red Bull
Bremser, Kerstin; Walter, Nadine; Goehlich, Véronique - In: International journal of comparative management 1 (2018) 4, pp. 333-354
Persistent link: https://www.econbiz.de/10012051393
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A qualitative study of consumer perceptions about masculinity in advertising : content, sentiment, and discourse analysis
Kreicbergs, Toms; Ščeulovs, Deniss - In: International journal of learning and change : IJLC 16 (2024) 2/3, pp. 327-348
Persistent link: https://www.econbiz.de/10015065936
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Measuring consumer perception of ethical issues in advertising : evidence form Nigerian advertising audience
Abdullahi, Shafiu Ibrahim - In: Middle East journal of management : MEJM 5 (2018) 3, pp. 191-206
Persistent link: https://www.econbiz.de/10011958049
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Do not buy this! : strategic self-anticonformity as an advertising tool to increase attention and boost purchase intention
Rawal, Monika; Saavedra, José Luis; Bagherzadeh, Ramin; … - In: Journal of global scholars of marketing science : … 35 (2025) 1, pp. 41-60
Persistent link: https://www.econbiz.de/10015188748
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Is this advertising or not, and do I care? : perceptions of and opinions regarding hybrid forms of content
Stürmer, Lina; Einwiller, Sabine - In: Journal of marketing communications 29 (2023) 2, pp. 161-178
Persistent link: https://www.econbiz.de/10014232476
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Mixed feelings enhance the effectiveness of luxury advertising
Bandyopadhyay, Argho; Septianto, Felix; Nallaperuma, … - In: Australasian marketing journal : AMJ ; official journal … 30 (2022) 1, pp. 28-34
Persistent link: https://www.econbiz.de/10012698466
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Scepticism of food labelling versus food advertising : a replication and extension
Ringold, Debra Jones - In: Journal of marketing management : JMM ; journal of the … 37 (2021) 11/12, pp. 1169-1190
Persistent link: https://www.econbiz.de/10012623864