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Designing age : the impact of logo color lightness on brand age perception and brand attitude

Zeng, Shuaifan; Wu, Shuilong; Yuan, Yongna; Xu, Xiaobing - 2025

Persistent link: https://www.econbiz.de/10015373344

Modeling brand immunity : the moderating role of generational cohort membership

Saju, B.; Harikrishnan, K.; Anand, S. Joseph Jeya - In: The journal of brand management : an international journal 25 (2018) 2, pp. 133-146

Persistent link: https://www.econbiz.de/10011891243

Young consumers influence by older generations : developing the construct and scale to measure intergenerational brand influence

Sotelo-Duarte, Manuel; Gónzalez-Cavazos, Beatriz - In: Young consumers : insight and ideas for responsible … 24 (2023) 3, pp. 253-271

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The influence of personal brand communication on consumers

Kromalcas, Saulius; Kraujalienė, Lidija; Ževžikovas, … - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 1, pp. 95-107

The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking...

Persistent link: https://www.econbiz.de/10014636262

Effects of Twitter, communication styles on consumers' brand personality perceptions, attitudes and purchase intentions

Zhang, Xiaochen Angela - In: International journal of internet marketing and … 11 (2017) 2, pp. 158-182

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What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions

Bhandari, Manu; Rodgers, Shelly - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 125-141

Persistent link: https://www.econbiz.de/10011859225

Rand communications and customer equity : the mediating role of brand knowledge and word of mouth ads

Bahreinizad, Manizheh; Esmaeilpour, Majid; Moradi, Kianoosh - In: Romanian economic and business review 15 (2020) 4, pp. 90-103

Persistent link: https://www.econbiz.de/10012631932

When pushing back is good : the effectiveness of brand responses to social media complaints

Johnen, Marius; Schnittka, Oliver - In: Journal of the Academy of Marketing Science 47 (2019) 5, pp. 858-878

Persistent link: https://www.econbiz.de/10012107337

Social networking the brand : an exploration of the drivers of brand image in the South African beer market

Beneke, Justin; Blampied, Simon; Miszczak, Sonia; … - In: Journal of food products marketing 20 (2014) 4, pp. 362-389

Persistent link: https://www.econbiz.de/10010399875

A study on the effects of cross-border e-commerce platform brand image on brand trust, brand attitude, and brand loyalty

Liu, Jiaming; Zhou, Huizhuo - In: Journal of international trade & commerce 19 (2023) 4, pp. 31-49

Persistent link: https://www.econbiz.de/10015211708