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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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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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Creating new brand names : effects of relevance, connotation, and pronunciation
Bao, Yeqing; Shao, Alan T.; Rivers, Drew - In: Journal of advertising research 48 (2008) 1, pp. 148-162
Persistent link: https://www.econbiz.de/10003689053
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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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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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Why cheap, low-quality giveaways are bad for brands : quality of freebies drives consumer attitudes, but personalization can help
Stäbler, Samuel - In: Journal of advertising research 61 (2021) 2, pp. 164-177
Persistent link: https://www.econbiz.de/10012642999
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Brand worlds : from articulation to integration
Berthon, Pierre R.; Pitt, Leyland F.; Chakrabarti, Ronika; … - In: Journal of advertising research 51 (2011), pp. 182-194
Persistent link: https://www.econbiz.de/10009126979
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How consumers in China perceive brands in online and offline encounters : a framework for brand perception
Chan, Terri H.; Chen, Rocky Peng; Tse, Caleb H. - In: Journal of advertising research 58 (2018) 1, pp. 90-110
Persistent link: https://www.econbiz.de/10011875523
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The efficacy of green package cues for mainstream versus niche brands : how mainstream green brands can suffer at the shelf
Wood, Stacy; Robinson, Stefanie; Poor, Morgan - In: Journal of advertising research 58 (2018) 2, pp. 165-176
Persistent link: https://www.econbiz.de/10011884968
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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