Narrow search
Showing 1 - 10 of 538
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
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
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
Cover Image
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
Cover Image
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
Cover Image
The risk of omitting warmth or competence information in ads : advertising strategies for hedonic and utilitarian brand types
Peter, Christina; Ponzi, Milan - In: Journal of advertising research 58 (2018) 4, pp. 423-432
Persistent link: https://www.econbiz.de/10011966603
Cover Image
Musical manipulation of visual scenes in video, film, and tv advertisements : a large-scale investigation into the implicit effects of sonic branding
Müllensiefen, Daniel Th. - In: Journal of advertising research 64 (2024) 2, pp. 192-212
Persistent link: https://www.econbiz.de/10014576995
Cover Image
Why a single pro-environmental appeal works to promote behavioral change : on social media, one tip versus many is more effective for nongreen consumers
Pittman, Matthew; Milfeld, Tyler; Youn, Kibum - In: Journal of advertising research 64 (2024) 2, pp. 213-228
Persistent link: https://www.econbiz.de/10014576996
Cover Image
Why a single pro-environmental appeal works to promote behavioral change : on social media, one tip versus many is more effective for nongreen consumers
Pittman, Matthew; Milfeld, Tyler; Youn, Kibum - In: Journal of advertising research 64 (2024) 2, pp. 213-228
Persistent link: https://www.econbiz.de/10014576998
Cover Image
An investigation into slogan design on creating slogan-brand alignment : message clarity and creativity enhance while jingles and rhymes weaken alignment
Dass, Mayukh; Kohli, Chiranjeev; Acharya, Manaswini - In: Journal of advertising research 63 (2023) 1, pp. 43-60
Persistent link: https://www.econbiz.de/10014283815