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Deceptive advertising and abnormal stock returns : an event study analysis
Jeong, Jaeseok; Yoo, Chan Yun - In: International journal of advertising : the quarterly … 30 (2011) 3, pp. 509-535
Persistent link: https://www.econbiz.de/10009301326
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The image management function of sponsorship : a general theoretical framework
Kim, Kihan; Stout, Patricia A.; Cheong, Yunjae - In: International journal of advertising : the quarterly … 31 (2012) 1, pp. 85-111
Persistent link: https://www.econbiz.de/10009510693
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Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship
Tsiotsou, Rodoula H.; Alexandris, Kostas; Cornwell, T. … - In: International journal of advertising : the quarterly … 33 (2014) 2, pp. 295-327
Persistent link: https://www.econbiz.de/10010362890
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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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Celebrity endorsements, self-brand connection and relationship quality
Dwivedi, Abhishek; Johnson, Lester W.; McDonald, Robert E. - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 486-503
Persistent link: https://www.econbiz.de/10011567074
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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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Advertising effectiveness from a consumer perspective
Aitken, Robert; Gray, Brendan J.; Lawson, Robert - In: International journal of advertising : the quarterly … 27 (2008) 2, pp. 279-297
Persistent link: https://www.econbiz.de/10003792478
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Does Advertising grow markets? : more evidence from the United Kingdom
Broadbent, Tim - In: International journal of advertising : the quarterly … 27 (2008) 5, pp. 745-770
Persistent link: https://www.econbiz.de/10003792508
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The importance of product involvement for predicting advertising effectiveness among young people
Te'eni-Harari, Tali; Lehman-Wilzig, Sam N.; Lampert, … - In: International journal of advertising : the quarterly … 28 (2009) 2, pp. 203-229
Persistent link: https://www.econbiz.de/10003853182
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A laboratory study of the effect of verbal rhetoric versus repetition when consumers are not directed to process advertising
McQuarrie, Edward F.; Mick, David Glen - In: International journal of advertising : the quarterly … 28 (2009) 2, pp. 287-312
Persistent link: https://www.econbiz.de/10003853201