Narrow search
Showing 1 - 10 of 75
Cover Image
The importance of engagement in brand heritage advertising : how feeling close to a brand can increase willingness to pay more
Scarpi, Daniele - In: Journal of advertising research 61 (2021) 3, pp. 334-345
Persistent link: https://www.econbiz.de/10012656854
Cover Image
Who needs highly creative advertising? : how brand familiarity moderates creativity's influence on attention, affect, and memory
Al-Shuaili, Ahmed Hamed; Koslow, Scott; Kilgour, Mark - In: Journal of advertising research 63 (2023) 3, pp. 236-252
Persistent link: https://www.econbiz.de/10014375181
Cover Image
How advertising expenditures affect consumers' perceptions of quality : a psychology-based assessment of brand-, category-, and country-level moderators
Rajavi, Koushyar; Lehmann, Donald R.; Keller, Kevin Lane; … - In: Journal of advertising research 62 (2022) 4, pp. 321-335
Persistent link: https://www.econbiz.de/10013531983
Cover Image
Foreign versus local consumer culture positioning when entering foreign markets : synergies of anthropomorphic ads, ethnocentrism, and culture positioning on brand evaluations
Teng, Lefa; Zhang, Mengmeng; Foti, Lianne; Wang, Xinran; … - In: Journal of advertising research 62 (2022) 4, pp. 336-352
Persistent link: https://www.econbiz.de/10013531992
Cover Image
Exploring the audience's role : a decoding model for the 21st century
Kenyon, Alexandra J.; Wood, Emma H.; Parsons, Anthony - In: Journal of advertising research 48 (2008) 2, pp. 276-286
Persistent link: https://www.econbiz.de/10003742680
Cover Image
Information processing of advertising among young people : the elaboration likelihood model as applied to youth
Te'eni-Harari, Tali; Lampert, Shlomo I.; Lehman-Wilzig, Sam - In: Journal of advertising research 47 (2007) 3, pp. 326-340
Persistent link: https://www.econbiz.de/10003611059
Cover Image
Advertising eco-friendly behavior to young adults : "sweat" or "do good"? : how young men and women respond to physical activity- versus caring-oriented appeals
Praxmarer-Carus, Sandra; Gathen, Constanze - In: Journal of advertising research 63 (2023) 3, pp. 255-273
Persistent link: https://www.econbiz.de/10014375186
Cover Image
Emotional engagement : how television builds big brands at low attention
Heath, Robert - In: Journal of advertising research 49 (2009) 1, pp. 62-73
Persistent link: https://www.econbiz.de/10003833738
Cover Image
Finding the "missing link" : advertising's impact on word of mouth, web searches, and site visits
Graham, Jeffrey; Havlena, William - In: Journal of advertising research 47 (2007) 4, pp. 427-435
Persistent link: https://www.econbiz.de/10003614058
Cover Image
How does brand marketing work in advertising?
Precourt, Geoffrey - In: Journal of advertising research 55 (2015) 3, pp. 230-231
Persistent link: https://www.econbiz.de/10011397032