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It's no longer mine : the role of brand ownership and advertising in cross-border brand acquisitions
Chang, Hua; Kwak, Hyokjin; Puzakova, Marina; Park, Jisoo; … - In: International journal of advertising : the quarterly … 34 (2015) 4, pp. 593-620
Persistent link: https://www.econbiz.de/10011547666
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Tiger Woods, Nike, and I are (not) best friends : how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality
Do, Hyunji; Ko, Eunju; Woodside, Arch G. - In: International journal of advertising : the quarterly … 34 (2015) 4, pp. 658-677
Persistent link: https://www.econbiz.de/10011547697
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Good guy vs. bad guy : the influence of parasocial interactions with media characters on brand placement effects
Knoll, Johannes; Schramm, Holger; Schallhorn, Christiana; … - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 720-743
Persistent link: https://www.econbiz.de/10011547760
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Brand popularity as an advertising cue affecting consumer evaluation on sustainable brands : a comparison study of Korea, China, and Russia
Whang, Haesung; Ko, Eunju; Zhang, Ting; Mattila, Pekka - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 789-811
Persistent link: https://www.econbiz.de/10011547821
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"Kid tested, mother approved" : the relationship between advertising expenditures and "most-loved" brands
Kim, Kacy K.; Williams, Jerome D.; Wilcox, Gary B. - In: International journal of advertising : the quarterly … 35 (2016) 1, pp. 42-60
Persistent link: https://www.econbiz.de/10011547936
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Product placement disclosures : exploring the moderating effect of placement frequency on brand responses via persuasion knowledge
Matthes, Jörg; Naderer, Brigitte - In: International journal of advertising : the quarterly … 35 (2016) 2, pp. 185-199
Persistent link: https://www.econbiz.de/10011581107
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Go green : how to influence the perceived effectiveness of a green product?
Chen, Ming-Yi; Chiu, Ching-I - In: International journal of advertising : the quarterly … 35 (2016) 4, pp. 622-641
Persistent link: https://www.econbiz.de/10011585278
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Drivers of brand image improvement in sports-event sponsorship
Grohs, Reinhard - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 391-420
Persistent link: https://www.econbiz.de/10011567052
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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
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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