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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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The influence of social media interactions on consumer-brand relationships : a three-country study of brand perceptions and marketing behaviors
Hudson, Simon; Huang, Li; Roth, Martin S.; Madden, … - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 27-41
Persistent link: https://www.econbiz.de/10011490803
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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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Brand crises in the digital age : the short- and long-term effects of social media firestorms on consumers and brands
Hansen, Nele; Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten - In: International journal of research in marketing : IJRM ; … 35 (2018) 4, pp. 557-574
Persistent link: https://www.econbiz.de/10011956595
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Evaluating the impact of social media activities on human brand sales
Saboo, Alok R.; Kumar, V.; Ramani, Girish - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 524-541
Persistent link: https://www.econbiz.de/10011596859
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The differential impact of brand loyalty on traditional and online word of mouth : the moderating roles of self-brand connection and the desire to help the brand
Eelen, Jiska; Özturan, Peren; Verlegh, Peeter - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 872-891
Persistent link: https://www.econbiz.de/10011792408
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Brand and consumer engagement behaviors on Facebook brand pages : let's have a (positive) conversation
Dhaoui, Chedia; Webster, Cynthia M. - In: International journal of research in marketing : IJRM ; … 38 (2021) 1, pp. 155-175
Persistent link: https://www.econbiz.de/10012506523
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The B2B knowledge gap
Lilien, Gary L. - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 543-556
Persistent link: https://www.econbiz.de/10011596969
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Ad wearout wearout : how time can reverse the negative effect of frequent advertising repetition on brand preference
Kronrod, Ann; Huber, Joel - In: International journal of research in marketing : IJRM ; … 36 (2019) 2, pp. 306-324
Persistent link: https://www.econbiz.de/10012063330
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Antecedents and financial impacts of building brand love
Nguyen, Hang T.; Feng, Hui - In: International journal of research in marketing : IJRM ; … 38 (2021) 3, pp. 572-592
Persistent link: https://www.econbiz.de/10012939485