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Sometimes a celebrity holding a negative public image is the best product endorser
Sääksjärvi, Maria; Hellén, Katarina; Balabanis, George - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 421-441
Persistent link: https://www.econbiz.de/10011574403
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Brand alliances : the role of brand concept consistency
Langseng, Evan Johan; Olsen, Lars Erling - In: European journal of marketing : EJM 46 (2012) 9, pp. 1108-1126
Persistent link: https://www.econbiz.de/10009661675
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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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Listerine - for the bridesmaid who's never a bride : disparaging humour increases brand attitude and recall among the powerless
Newton, Joshua D.; Wong, Jimmy; Newton, Fiona Joy - In: European journal of marketing : EJM 50 (2016) 7/8, pp. 1137-1158
Persistent link: https://www.econbiz.de/10011608881
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Young consumer-brand relationship building potential using digital marketing
Confos, Nicolla; Davis, Teresa - In: European journal of marketing : EJM 50 (2016) 11, pp. 1993-2017
Persistent link: https://www.econbiz.de/10011641452
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Patterns in competitive structure among retail finanical services brands
Dawes, John G. - In: European journal of marketing : EJM 48 (2014) 5/6, pp. 924-942
Persistent link: https://www.econbiz.de/10010388103
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If Kate voted conservative, would you? : the role of celebrity endorsements in political party advertising
Veer, Ekant; Becirovic, Ilda; Martin, Brett A. S. - In: European journal of marketing : EJM 44 (2010) 3/4, pp. 436-450
Persistent link: https://www.econbiz.de/10008650070
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Having champagne without celebration? : the impact of self-regulatory focus on moderate incongruity effect
Chang, Shin-Shin; Chang, Chung-Chau; Chien, Ya-Lan; … - In: European journal of marketing : EJM 48 (2014) 11/12, pp. 1939-1961
Persistent link: https://www.econbiz.de/10010461828
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Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal
Carrillat, François A.; Astous, Alain d' - In: European journal of marketing : EJM 48 (2014) 5/6, pp. 1070-1091
Persistent link: https://www.econbiz.de/10010388096
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Alliance competence : the moderating role of valence of alliance experience
Gammoh, Bashar S.; Voss, Kevin E. - In: European journal of marketing : EJM 47 (2013) 5/6, pp. 964-986
Persistent link: https://www.econbiz.de/10009763940