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Use and abuse of cultural elements in multicultural advertising
Burgos, David - In: Journal of advertising research 48 (2008) 2, pp. 177-178
Persistent link: https://www.econbiz.de/10003742647
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"Enculturated" pleasure : a study in multicultural engagement ; how do Mexican and U.S. consumers respond to humorous advertising differently?
Wang, Valerie Lynette; Cruthirds, Kevin W.; Wang, Yong Jian - In: Journal of advertising research 54 (2014) 3, pp. 320-331
Persistent link: https://www.econbiz.de/10010419812
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The impact of celebrity-product incongruence on the effectiveness of product endorsement
Lee, Jung-gyo; Thorson, Esther - In: Journal of advertising research 48 (2008) 3, pp. 433-449
Persistent link: https://www.econbiz.de/10003768851
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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 effects of visual enhancement on attribute/benefit desirability and brand perception measures : implications for reliability and validity
Clancy, Kevin J.; Rabino, Samuel - In: Journal of advertising research 47 (2007) 1, pp. 95-102
Persistent link: https://www.econbiz.de/10003609584
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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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Are you in good hands? : slogan recall ; what really matters
Kohli, Chiranjeev; Thomas, Sunil; Suri, Rajneesh - In: Journal of advertising research 53 (2013) 1, pp. 31-42
Persistent link: https://www.econbiz.de/10009745874
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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 quality of Internet-user recall : a comparative analysis by online sales-promotion types
Crespo-Almendros, Esmeralda; Barrio-García, Salvador del - In: Journal of advertising research 54 (2014) 1, pp. 56-70
Persistent link: https://www.econbiz.de/10010354587
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When do advertising parodies hurt? : the power of humor and credibility in viral spoof advertisements
Sabri, Ouidade; Michel, Géraldine - In: Journal of advertising research 54 (2014) 2, pp. 233-247
Persistent link: https://www.econbiz.de/10010383777