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The influence of augmented reality on e-commerce : a case study on fashion and beauty products

Gabriel, Adelya; Ajriya, Alina Dhifan; Fahmi, Cut Zahra … - In: Cogent business & management 10 (2023) 2, pp. 1-20

implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this …

Persistent link: https://www.econbiz.de/10014504942

How brand personality, brand identification and service quality influence service brand equity

Loureiro, Sandra Maria Correia; Costa-Lopes, Rui; … - In: Cogent business & management 1 (2014), pp. 1-12

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature … concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity … variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that …

Persistent link: https://www.econbiz.de/10012036305

Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality

Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 465-485

Persistent link: https://www.econbiz.de/10011567066

Brand placement repetition in a fictional text

Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 38-59

Persistent link: https://www.econbiz.de/10011687876

Constitutive marketing : towards understanding brand community formation

Kilambi, Ana; Laroche, Michel; Richard, Marie-Odile - In: International journal of advertising : the quarterly … 32 (2013) 1, pp. 45-64

Persistent link: https://www.econbiz.de/10009722523

The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor

Verhellen, Yann; Eelen, Jiska; Dens, Nathalie; … - In: International journal of advertising : the quarterly … 35 (2016) 6, pp. 932-948

Persistent link: https://www.econbiz.de/10011644535

Consumer attitudes towards Instagram advertisements in Egypt : the role of the perceived advertising value and personalization

Gaber, Hazem Rasheed; Wright, Len Tiu; Kooli, Kaouther - In: Cogent business & management 6 (2019), pp. 1-13

This article investigates the factors that affect consumers’ attitudes towards Instagram advertisements in Egypt. Furthermore, it studies the effect of consumers’ attitudes towards these advertisements on the development of their attitudes towards brands. An online questionnaire was used to...

Persistent link: https://www.econbiz.de/10012114176

Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets

Rajabi, Mahdi; Dens, Nathalie; Pelsmacker, Patrick de; … - In: International journal of advertising : the quarterly … 36 (2017) 2, pp. 293-313

Persistent link: https://www.econbiz.de/10011689825

Brand placement in text : the short- and long-term effects of placement modality and need for cognition

Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 682-704

Persistent link: https://www.econbiz.de/10011799694

Following up the article "effects of atmospherics on emotions and intention with respect to involvement in different shopping environments" by Loureiro, Koo, and Ribeiro

Loureiro, Sandra Maria Correia; Koo, Dong-Mo - In: Journal of global scholars of marketing science : … 28 (2018) 2, pp. 208-213

Persistent link: https://www.econbiz.de/10011891457