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Advertising during COVID-19 : exploring perceived brand message authenticity and potential psychological reactance
Shoenberger, Heather; Kim, Eunjin; Sun, Yuan - In: Journal of advertising 50 (2021) 3, pp. 253-261
Persistent link: https://www.econbiz.de/10012607894
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#BeingReal about Instagram ad models : the effects of perceived authenticity : how image modification of female body size alters advertising attitude and buying intention
Shoenberger, Heather; Kim, Eunjin; Johnson, Erika K. - In: Journal of advertising research 60 (2020) 2, pp. 197-207
Persistent link: https://www.econbiz.de/10012293508
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Product placement as leveraged marketing communications : the role of wishful identification, brand trust, and brand buying behaviours
Shoenberger, Heather; Kim, Eunjin - In: International journal of advertising : the review of … 38 (2019) 1, pp. 50-66
Persistent link: https://www.econbiz.de/10012200200
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Consumer responses to slice-of-life versus slice-of-death advertising appeals : exploring the role of polysemy, branding, and culture
Arora, Anshu; Arora, Amit - In: Journal of promotion management : JPM 23 (2017) 1, pp. 123-162
Persistent link: https://www.econbiz.de/10011729481
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Do stereotypes ignite polysemy and strengthen consumer-based brand equity?
Arora, Anshu; Wu, Jun; Brown, Ulysses J., III. - In: Journal of promotion management : JPM 21 (2015) 5, pp. 531-547
Persistent link: https://www.econbiz.de/10011433540