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Evaluating the effectiveness of brand-positioning strategies from a consumer perspective
Fuchs, Christoph; Diamantopoulos, Adamantios - In: European journal of marketing : EJM 44 (2010) 11/12, pp. 1763-1786
Persistent link: https://www.econbiz.de/10008773203
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Exploring the effectiveness of consumer creativity in online marketing communications
Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 262-276
Persistent link: https://www.econbiz.de/10010519465
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Consonants in brand names influence brand gender perceptions
Guèvremont, Amélie; Grohmann, Bianca - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 101-122
Persistent link: https://www.econbiz.de/10010519627
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Names versus faces : examining spokesperson-based congruency effects in advertising
Ilicic, Jasmina; Baxter, Stacey; Kulczynski, Alicia - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 62-81
Persistent link: https://www.econbiz.de/10010519631
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Celebrities as human brands : an investigation of the effects of personality and time on celebrieties' appeal
Lunardo, Renaud; Gergaud, Olivier; Livat, Florine - In: Journal of marketing management : MM 31 (2015) 5/6, pp. 685-712
Persistent link: https://www.econbiz.de/10011325768
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Unpacking celebrity brands through unpaid market communications
Davies, Fiona; Slater, Stephanie - In: Journal of marketing management : MM 31 (2015) 5/6, pp. 665-684
Persistent link: https://www.econbiz.de/10011325769
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Development of a scale measuring childlike anthropomorphism in products
Hellén, Katarina; Sääksjärvi, Maria - In: Journal of marketing management : MM 29 (2013) 1/2, pp. 141-157
Persistent link: https://www.econbiz.de/10009733427
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A cultural exploration of consumers' interactions and relationships with celebrities
Banister, Emma N.; Cocker, Hayley L. - In: Journal of marketing management : MM 30 (2014) 1/2, pp. 1-29
Persistent link: https://www.econbiz.de/10010338666
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Implicit sponsorship effects for a prominent brand
Herrmann, Jean-Luc; Corneille, Olivier; Derbaix, Christian - In: European journal of marketing : EJM 48 (2014) 3/4, pp. 785-804
Persistent link: https://www.econbiz.de/10010371621
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The effectiveness of casual advergames on adolescents' brand attitudes
Redondo, Ignacio - In: European journal of marketing : EJM 46 (2012) 11/12, pp. 1671-1688
Persistent link: https://www.econbiz.de/10009676124