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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
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Understanding branded flash mobs : the nature of the concept, stakeholder motivations, and avenues for future research
Grant, Philip Stanley - In: Journal of marketing communications 22 (2016) 4, pp. 349-366
Persistent link: https://www.econbiz.de/10011612585
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Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person
Gabrielli, Veronica; Baghi, Ilaria - In: Journal of marketing communications 22 (2016) 4, pp. 385-402
Persistent link: https://www.econbiz.de/10011612598
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Communicating brand gender through type fonts
Grohmann, Bianca - In: Journal of marketing communications 22 (2016) 4, pp. 403-418
Persistent link: https://www.econbiz.de/10011612604
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Do social advergames affect brand attitudes and advocacy?
Tuten, Tracy L.; Ashley, Christy - In: Journal of marketing communications 22 (2016) 3, pp. 236-255
Persistent link: https://www.econbiz.de/10011613162
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Logo design in marketing communications : brand logo complexity moderates exposure effects on brand recoginition and brand attitude
Grinsven, Bo; Das, Enny - In: Journal of marketing communications 22 (2016) 3, pp. 256-270
Persistent link: https://www.econbiz.de/10011613163
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Celebrity endorsement : how celebrity-brand-user personality congruence affects brand attitude and purchase intention
Pradhan, Debasis; Duraipandian, Israel; Sethi, Dhruv - In: Journal of marketing communications 22 (2016) 5, pp. 456-473
Persistent link: https://www.econbiz.de/10011613191
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An analysis of rhetorical figures and other linguistic devices in corporation brand slogans
Miller, Darryl W.; Toman, Marshall - In: Journal of marketing communications 22 (2016) 5, pp. 474-493
Persistent link: https://www.econbiz.de/10011613194
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Explicating the "like" on Facebook brand pages : the effect of intensity of Facebook use, number of overall "likes", and number of friends' "likes" on consumers' brand outcomes
Phua, Joe; Ahn, Sun Joo - In: Journal of marketing communications 22 (2016) 5, pp. 544-559
Persistent link: https://www.econbiz.de/10011613205
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Time will tell : managing post-purchase changes in brand attitude
He, Yi; Chen, Qimei; Alden, Dana - In: Journal of the Academy of Marketing Science 44 (2016) 6, pp. 791-805
Persistent link: https://www.econbiz.de/10011614116