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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
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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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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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Changes in social values in the United States : 1976 - 2007 ; "self-respect" is on the upswing as "a sense of belonging" becomes less important
Gurel-Atay, Eda; Xie, Guang-xin; Chen, Johnny; Kahle, … - In: Journal of advertising research 50 (2010) 1, pp. 57-67
Persistent link: https://www.econbiz.de/10003971422
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The tactical use of mobile marketing : how adolescents' social networking can best shape brand extensions
Okazaki, Shintaro - In: Journal of advertising research 49 (2009) 1, pp. 12-26
Persistent link: https://www.econbiz.de/10003833726
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The march of mobile marketing : new chances for consumer companies, new opportunities for mobile operators
Friedrich, Roman; Gröne, Florian; Hölbing, Klaus; … - In: Journal of advertising research 49 (2009) 1, pp. 54-61
Persistent link: https://www.econbiz.de/10003833735
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Emotional engagement : how television builds big brands at low attention
Heath, Robert - In: Journal of advertising research 49 (2009) 1, pp. 62-73
Persistent link: https://www.econbiz.de/10003833738
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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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Learing from winners : how IBM seized the day
Pettit, Raymond - In: Journal of advertising research 49 (2009) 1, pp. 104-110
Persistent link: https://www.econbiz.de/10003833790
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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