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Framing the game : assessing the impact of cultural representations on consumer perceptions of legitimacy
Humphreys, Ashlee; LaTour, Kathryn A. - In: Journal of consumer research : JCR ; an … 40 (2013/14) 4, pp. 773-795
Persistent link: https://www.econbiz.de/10010226708
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The effects of brand collaboration with the online game on customer equity and purchase intention : moderating effect of fashion brand type
Kim, Sang Jin; Yoo, Jiwon; Ko, Eunju - In: Asia Pacific journal of marketing and logistics 35 (2023) 9, pp. 2282-2299
Persistent link: https://www.econbiz.de/10014430228
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What is in a game? : the impact of advergame design and reward elements on gamers' brand patronage
Sarkar, Juhi Gahlot; Sarkar, Abhigyan; Sreejesh, S. - In: Asia Pacific journal of marketing and logistics 35 (2023) 10, pp. 2538-2564
Persistent link: https://www.econbiz.de/10014430265
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Toward a reconciliation of market power and information theories of advertising effects on price elasticity
Mitra, Anusree - In: Journal of consumer research : JCR ; an … 21 (1995) 4, pp. 644-659
Persistent link: https://www.econbiz.de/10001178628
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Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Pornpitakpan, Chanthika; Yuan, Yizhou - In: Asia Pacific journal of marketing and logistics 27 (2015) 4, pp. 535-558
Persistent link: https://www.econbiz.de/10011456449
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Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level
Thomas, Stefan; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 41 (2019) 2, pp. 4-20
Persistent link: https://www.econbiz.de/10012003359
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Measuring marketing success : estimating the effect of social media and TV advertising on brand attention
Guhl, Daniel; Winkler von Mohrenfels, Hannah; Abshagen, … - In: Marketing : ZFP ; journal of research and management 38 (2016) 1, pp. 44-54
Persistent link: https://www.econbiz.de/10011566842
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How to develop brand attachment in various product categories?
Nashtaee, Mitra Shabani; Hanzaei, Kambiz Heidarzadeh; … - In: Asia Pacific journal of marketing and logistics 29 (2017) 5, pp. 1198-1220
Persistent link: https://www.econbiz.de/10011796590
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Werbeallianzen zwischen eigenständigen etablierten Marken
Gierl, Heribert; Koncz, Julia - In: Marketing : ZFP ; journal of research and management 26 (2004) 3, pp. 181-197
Persistent link: https://www.econbiz.de/10002177920
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Emotional persuasion : when the valence versus resource demands of emotions influence consumers' attitudes
Lau-Gesk, Loraine; Meyers-Levy, Joan - In: Journal of consumer research : JCR ; an … 36 (2009/10) 4, pp. 585-599
Persistent link: https://www.econbiz.de/10003919307