Search Results - subject:"Brand Attitude"

Is brand activism an emotional affair? : the role of moral emotions in consumer responses to brand activism

Wannow, Stefanie; Haupt, Martin; Ohlwein, Martin - In: The journal of brand management : an international journal 31 (2024) 2, pp. 168-192

Persistent link: https://www.econbiz.de/10014511515

Typography talks : influencing vintage anemoia and product safety perceptions with vintage typography

Kulczynski, Alicia; Hook, Margurite - In: Journal of marketing 88 (2024) 4, pp. 129-153

Persistent link: https://www.econbiz.de/10014582938

The influence of greenwashing practices on brand attitude : a multidimensional consumer analysis in Germany

Bladt, Daniel; Capelleveen, Guido van; Yazan, Devrim Murat - In: Business strategy and the environment 33 (2024) 2, pp. 597-625

Persistent link: https://www.econbiz.de/10014467303

Analyzing the influence of social media influencer's attributes and content esthetics on endorsed brand attitude and brand-link click behavior : the mediating role of brand content...

Mir, Imran Anwar; Salo, Jari - In: Journal of promotion management : innovations in … 30 (2024) 1, pp. 1-28

Persistent link: https://www.econbiz.de/10014447577

Scripting the meaning : the influence of brand name script on brand meaning and brand attitude

Roshchupkina, Olga; Kang, Gi-Du - In: Asia marketing journal 25 (2023) 2, pp. 45-60

Persistent link: https://www.econbiz.de/10014384072

The influence of Muslim fashion influencers on purchase intention mediated by attitude towards the advertising and brand attitude in the Muslim fashion industry in Indonesia

Avrillia, Micky Dita; Moeljadi; Hapsari, Raditha - 2023

Persistent link: https://www.econbiz.de/10014480150

Ways to implement effective product placement on YouTube

Koo, Wanmo - In: International journal of e-business research : IJEBR ; … 19 (2023) 1, pp. 1-15

Persistent link: https://www.econbiz.de/10015051115

Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing

Zanger, Vera; Meißner, Martin; Rauschnabel, Philipp A. - In: Psychology & Marketing 39 (2022) 7, pp. 1285-1301

According to recent research in augmented reality (AR) marketing, AR‐based product presentations have the potential to create extraordinary shopping experiences across the customer journey. However, the mechanisms that drive key marketing metrics, such as brand evaluations or purchase...

Persistent link: https://www.econbiz.de/10013368417

Beyond the gimmick : how affective responses drive brand attitudes and intentions in augmented reality marketing

Zanger, Vera; Meißner, Martin; Rauschnabel, Philipp A. - In: Psychology & marketing 39 (2022) 7, pp. 1285-1301

Persistent link: https://www.econbiz.de/10013280095

The mediating effect of perceived usefulness and brand attitude in relationship between consumer-brand metrics

Gursimranjit Singh; Maninder Singh - In: International journal of business innovation and … 27 (2022) 1, pp. 61-75

Persistent link: https://www.econbiz.de/10012887907

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