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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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Is your brand protected? : assessing brand safety risks in digital campaigns
Johnson, Ross W.; Voorhees, Clay; Khodakarami, Farnoosh - In: Journal of advertising research 63 (2023) 3, pp. 205-220
Persistent link: https://www.econbiz.de/10014375167
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Big Data : friend or foe of digital advertising? ; five ways marketers should use digital Big Data to their advantage
Fulgoni, Gian - In: Journal of advertising research 53 (2013) 4, pp. 372-376
Persistent link: https://www.econbiz.de/10010245524
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The brand in the boardroom : how Ogilvy & Mather reinvented the marketing principles of brand valuation
Seddon, Joanna - In: Journal of advertising research 55 (2015) 2, pp. 146-161
Persistent link: https://www.econbiz.de/10011296212
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Purpose advertising and the credibility gap : how consumers respond to established versus emergent brand activist messaging
Milfeld, Tyler; Haley, Eric John - In: Journal of advertising research 64 (2024) 1, pp. 59-79
Persistent link: https://www.econbiz.de/10014507681
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The branding impact of brand websites: do newsletters and consumer magazines have a moderating role?
Müller, Brigitte; Florès, Laurent; Agrebi, Meriem; … - In: Journal of advertising research 48 (2008) 3, pp. 465-470
Persistent link: https://www.econbiz.de/10003768863
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Luck of the draw : creating Chines brand names
Chang, William Li; Lii, Peirchyi - In: Journal of advertising research 48 (2008) 4, pp. 523-530
Persistent link: https://www.econbiz.de/10003797967
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The efficacy of brand-execution tactics in TV advertising, brand placements, and Internet advertising
Romaniuk, Jenni - In: Journal of advertising research 49 (2009) 2, pp. 143-150
Persistent link: https://www.econbiz.de/10003860456
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How rich-media video technology boosts branding goals : different online advertising formats drive different brand-performance metrics
Spalding, Leah; Cole, Sally; Fayer, Amy - In: Journal of advertising research 49 (2009) 3, pp. 285-292
Persistent link: https://www.econbiz.de/10003900807
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Colors, brands, and trademarks : the marketing (and legal) problem of establishing distinctiveness
Hoek, Janet; Gendall, Philip - In: Journal of advertising research 50 (2010) 3, pp. 316-322
Persistent link: https://www.econbiz.de/10008697033