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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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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
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Split-second recognition : what makes outdoor advertising work?
Meurs, Lex van; Aristoff, Mandy - In: Journal of advertising research 49 (2009) 1, pp. 82-92
Persistent link: https://www.econbiz.de/10003833782
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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
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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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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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How far is too far? : the antecedents of offensive advertising in modern China
Prendergast, Gerard; Cheung, Wah-leung; West, Douglas C. - In: Journal of advertising research 48 (2008) 4, pp. 484-495
Persistent link: https://www.econbiz.de/10003797945
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Endorsement theory : how consumers relate to celebrity models
Marshall, Roger; Na, Woonbong; State, Gabriel; Deuskar, … - In: Journal of advertising research 48 (2008) 4, pp. 564-572
Persistent link: https://www.econbiz.de/10003797982
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The total long-term sales effects of advertising: lessons from single source
Newstead, Kate; Taylor, Jennifer; Kennedy, Rachel; … - In: Journal of advertising research 49 (2009) 2, pp. 207-210
Persistent link: https://www.econbiz.de/10003860575
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Winning the Super "buzz" Bowl : how biometrically-based emotional engagement correlates with online views and comments for Super Bowl advertisements
Siefert, Caleb J.; Kothuri, Ravi; Jacobs, Devra B.; … - In: Journal of advertising research 49 (2009) 3, pp. 293-303
Persistent link: https://www.econbiz.de/10003900820