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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
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Lifting the productivity of TV advertising : nothing matters more than the brand ; nothing
Romaniuk, Jenni - In: Journal of advertising research 52 (2012) 2, pp. 146-148
Persistent link: https://www.econbiz.de/10009618402
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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
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Digging deeper down into the empirical generalization of brand recall : adding owned and earned media to paid-media touchpoints
Harrison, Frank - In: Journal of advertising research 53 (2013) 2, pp. 181-185
Persistent link: https://www.econbiz.de/10009778467
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Brand worlds : from articulation to integration
Berthon, Pierre R.; Pitt, Leyland F.; Chakrabarti, Ronika; … - In: Journal of advertising research 51 (2011), pp. 182-194
Persistent link: https://www.econbiz.de/10009126979
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Event-marketing and advertising expenditures : the differential effects on brand value and company revenue
Liu, Lei; Zhang, Jin; Keh, Hean Tat - In: Journal of advertising research 58 (2018) 4, pp. 464-475
Persistent link: https://www.econbiz.de/10011966630
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How a smile can make a difference : enhancing the persuasive appeal of celebrity endorsers : boosting consumer perceptions of celebrity genuineness through the use of a "Duchenne s...
Ilicic, Jasmina; Kulczynski, Alicia; Baxter, Stacey M. - In: Journal of advertising research 58 (2018) 1, pp. 51-64
Persistent link: https://www.econbiz.de/10011875516
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How consumers in China perceive brands in online and offline encounters : a framework for brand perception
Chan, Terri H.; Chen, Rocky Peng; Tse, Caleb H. - In: Journal of advertising research 58 (2018) 1, pp. 90-110
Persistent link: https://www.econbiz.de/10011875523
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The impact of advertising on a company’s stock price : conditions for positive, neutral, negative, and reverse effects
Srinivasan, Shuba; Hanssens, Dominique M. - In: Journal of advertising research 64 (2024) 2, pp. 120-134
Persistent link: https://www.econbiz.de/10014576982
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Musical manipulation of visual scenes in video, film, and tv advertisements : a large-scale investigation into the implicit effects of sonic branding
Silas, Sebastian; Baker, David John; Müllensiefen, … - In: Journal of advertising research 64 (2024) 2, pp. 192-212
Persistent link: https://www.econbiz.de/10014576995