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Suspicious online product reviews : an empirical analysis of brand and product characteristics using Amazon data
Ko, Eunhee Emily; Bowman, Douglas - In: International journal of research in marketing : IJRM ; … 40 (2023) 4, pp. 898-911
Persistent link: https://www.econbiz.de/10014451312
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Online display advertising for CPG brands : (when) does it work?
Ewijk, Bernadette J. van; Stubbe, Astrid; Gijsbrechts, Els - In: International journal of research in marketing : IJRM ; … 38 (2021) 2, pp. 271-289
Persistent link: https://www.econbiz.de/10012591030
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
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Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.; González, Jorge; Stremersch, Stefan - In: International journal of research in marketing : IJRM ; … 35 (2018) 3, pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
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Mapping the customer journey : lessons learned from graph-based online attribution modeling
Anderl, Eva; Becker, Ingo Frank; Wangenheim, Florian von; … - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 457-474
Persistent link: https://www.econbiz.de/10011596851
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Targeting online display ads : choosing their frequency and spacing
Försch, Steffen; Haan, Evert de - In: International journal of research in marketing : IJRM ; … 35 (2018) 4, pp. 661-672
Persistent link: https://www.econbiz.de/10011956611
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Crossing the cultural divide through bilingual advertising : the moderating role of brand cultural symbolism
Kubat, Umut; Swaminathan, Vanitha - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 354-362
Persistent link: https://www.econbiz.de/10011428859
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The vampire effect : when do celebrity endorsers harm brand recall?
Erfgen, Carsten; Zenker, Sebastian; Sattler, Henrik - In: International journal of research in marketing : IJRM ; … 32 (2015) 2, pp. 155-163
Persistent link: https://www.econbiz.de/10011337510
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The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials
Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 383-394
Persistent link: https://www.econbiz.de/10010223386
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Matching with the stars : how brand personality determines celebrity endorsement contract formation
Zamudio, César - In: International journal of research in marketing : IJRM ; … 33 (2016) 2, pp. 409-427
Persistent link: https://www.econbiz.de/10011527114